A J. Crew store opening at the Shops at Park Lane in Dallas will be the first of its kind in the country. Called J. Crew Mercantile, it's a new concept from J. Crew that features value-driven merchandise for women, men and children.
The J. Crew Mercantile clothing line was originally conceived to be manufactured specifically for sale at J. Crew Factory stores. The fashion brand has now decided to start opening J. Crew Mercantile stores that will sell that cheaper line exclusively.
But the J. Mercantile collection also will be available at J. Crew Factory stores. The distinction is location: J. Crew Mercantile stores will open in "convenient retail centers," which in this case is code for "malls."
The J. Crew Mercantile at the Shops at Park Lane is slated to open on July 22, replacing what was previously announced as a J. Crew Factory store.
J. Crew intends to open more J. Crew Mercantile shops at strip centers and malls. J. Crew already has Madewell, a sibling chain targeted toward millennials that it debuted in Dallas, at NorthPark Center, in August 2006. There is a regular J. Crew store at NorthPark too.
Ward Kampf, president of Northwood Retail, which owns the Shops at Park Lane, says that J. Crew Mercantile gives the company a new way to grow. "This gives them a hybrid store with more flexibility for opening stores," he told the Dallas Morning News.