Value-driven shoppers are boosting off-price retailers like Nordstrom Rack, TJX, Ross Dress for Less, and Burlington. These chains are rapidly opening new locations, capitalizing on consumer demand for brand-name bargains. Nordstrom is significantly expanding its off-price presence by announcing five new Nordstrom Rack locations set to open in 2026.
The new stores will be located in:
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Mansfield, Massachusetts (Fall 2026)
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Williamsburg, Virginia (Fall 2026)
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Deptford, New Jersey (Fall 2026)
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Canton, Ohio (Fall 2026)
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Elmwood, Louisiana (Spring 2026)
The Rise of Off-Price Retail
This rapid expansion stands in contrast to many traditional department stores, which are closing locations or shifting focus from full-line to more value-oriented models. Macy’s, for example, has added off-price Backstage outlets in both standalone and in-store formats.
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TJX: Opened 36 stores in the most recent quarter and aims to add around 130 net new locations in 2025.
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Ross Dress for Less: Plans to open 90 stores this year, adding to its more than 2,200 locations nationwide.
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Burlington: Targeting 100 net new stores in 2025.
Traffic and Financial Growth
Recent industry data shows year-over-year growth in store visits for nearly every leading off-price retailer, with the sector as a whole increasing its share of total apparel visits and profits.
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Off-price retailers increased their share of sales by 2.1% year-over-year to nearly 67% on a rolling four-quarter basis in early 2025, while their collective profits accounted for roughly 81% of the study group’s profit pool.
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These chains consistently report higher foot traffic, with unique “treasure hunt” experiences drawing repeat visitation and cross-shopping from both high-end and budget consumers.
Why Off-Price?
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Steady demand: Off-price stores thrive amid both strong and weak economies, as consumers seek value and novelty.
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Flexible formats: Retailers are expanding beyond traditional malls into open-air centers, small towns, and even experimenting with store sizes.
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Omnichannel advantage: New off-price openings benefit not just brick-and-mortar traffic, but also digital sales, creating a comprehensive ecosystem for brands.
Researchers have found that opening off-price branches like Nordstrom Rack not only draws local, value-seeking shoppers—it can also encourage increased online purchases from the brand. The five new Nordstrom Rack locations opening in the off-price sector, representative of the changing priorities of American shoppers.
