FEDERATED BROADENS MACY'S SCOPE.

NEW YORK -- The Macy's parade has really just begun.

In its biggest move to capitalize on one of the world's most famous retail logos, Federated Department Stores has decided to add the Macy's name on to all of its regional department stores, creating a $13 billion, 420-unit Macy's chain.

Thursday's announcement means that Macy's will be seen in the Northwest, as well as the Ohio, Kentucky, Indiana, West Virginia, Pittsburgh and Memphis markets, all for the first time.

The company also has created a central marketing department, naming its first-ever chief marketing officer, Peter Sachse, to coordinate the national Macy's strategy.

On Aug. 1, The Bon Marche, based in Seattle, will start operating as The Bon-Macy's in its 48 locations in Idaho, Montana, Oregon, Washington and Wyoming. Lazarus will operate as Lazarus-Macy's in its 42 locations in Ohio, Kentucky, Indiana, Pennsylvania and West Virginia, and Goldsmith's will become Goldsmith's-Macy's in its five sites in Tennessee. Next February, Burdines, based in Miami, will operate as Burdines-Macy's in its 56 Florida stores, and will assume responsibility for the seven existing Macy's stores in …