maxx u

mornin’ merry makers 💄👛🕶️🧴💅🏼 👠 ,

okay, first things first — i owe you an apology. 🙈

my newsletters have gotten a tad long lately. (when gmail starts cutting them off, you know it's time for a change!) i tend to get a bit obsessive so when i discover a retail trend, i go full pokemon trainer:

gotta catch 'em all!

so today, we're trying something new. shorter, snappier, but still packed with all the retail goodness you've come to expect.

& the best part is we're diving into a reader-requested topic:

TJX!

📚 history hits

let me hit you with 5 quick facts that'll make you sound like a tj maxx expert at your next dinner party:

1. founded in 1976 by bernard cammarata in auburn, ma.

2. fun fact: the internet can’t find or agree on a story to the tj maxx name. 
   the tj & the double xx are marketing mysteries.

3. tjx is actually a retail powerhouse with multiple brands under its umbrella:

   • tj maxx: the ladies-centric star (called tk maxx in uk & australia in order to avoid confusion with a competing store, tj hughes — tbh i think the split identity adds to the confusion)

   • marshalls: the family-friendly one with ALL the shoes (called winners in canada which i think is a superior name)

   • homegoods: for when you need more flair for your house

   • homesense: for the big stuff (hello, sectional sofa!)

   • sierra: think rei's cool cousin who loves a good deal

4. tjx prices are typically 20% to 60% below regular retail

5. marmaxx (the tj maxx & marshalls business) is credited with destigmatizing discount shopping — maxxinistas ftw!

💫 strategy secrets

time to break down tjx using my trusty profiTABLE framework (give this a read for a refresher on my retail philosophy applied to my alma mater, apple)

🛍️ products 

their off-price model is pure genius. dynamic inventory creates real fomo. in their words “see something you love? grab it!” because it won't be there tomorrow. they're not just selling products. they're selling the thrill of the find.

📍 places

stores are designed for treasure hunting, with a purposefully minimal online presence (where you can't even filter by brand!). every visit & every store feels like a retail adventure that’s typically a bit off the beaten path. but that's exactly the point.

⚙️ processes

with 21K global vendors, they pivot faster than anyone in retail. their adaptable model means they can jump on opportunities other retailers can't touch. when fashion zigs, tj maxx zags. they thrived during covid.

👥 people

their legendary tjx university trains the industry's best buyers. mentorship runs deep where even the ceo gets hands-on. team-based bonuses keep egos in check, & their family-friendly culture keeps people around for decades.

📊 shocking stats

i’m a total numbers nerd, so let's look at what makes tjx a retail powerhouse:

• 5,000 stores in 9 countries with plans to grow to 6,275 stores

• doubled sales since 2014 to $50B+ (casual)

• 88% brand awareness among us fashion shoppers

• 85% of inventory is current season (!!!)

• 80% of sales come from usa stores

• 77% of global workforce is female

• market cap of $140B (that's 35x macy's @ $4B)

🗣️ spicy stories

while tjx stays notoriously quiet about their own success, they've earned some fascinating media coverage including:

• their business model is practically tariff-proof

• maxxinistas are finding everything from sweaters by the row to taylor swift's super bowl necklace (iykyk)

• they're still proudly committed to dei while others quietly back away

• we all agree that there's ALWAYS a line (& it’s slightly on purpose)

• they’re currently hiring business psychologist & an oracle mom

p.s. if this newsletter sparked joy like a tj maxx treasure hunt, consider a "pay what you want" contribution. retail karma works both ways 🛍️🫶

p.p.s. i’m obsessed with my newsletter platform, beehiiv.

love the vibe, love the features, love the people behind it.

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