Kohl’s new office price concept now open

Looking for a piece of the growing off-price pie, Kohl's has officially opened its Off Aisle concept in New Jersey.

Kohl’s is testing the off-price waters by opening a discount store in Cherry Hill, N.J., this summer called "Off Aisle by Kohl's."

"Off-Aisle by Kohl’s is a single store that will enable Kohl’s to test new ways to provide its customers with the opportunity to purchase merchandise at a highly discounted price," said Julia Fennelly, a spokesman for Kohl's. "Initially, this merchandise will consist of like-new items that have been returned to Kohl’s stores or Kohls.com. Eventually, other merchandise will be added to the assortment."

Off-Aisle by Kohl’s is located at 2005 Marlton Pike East, Cherry Hill, N.J., 08003.

Macy’s announced earlier this monththat its off-price business called Backstage will debut this fall. Off-price retailers provide a compelling value proposition to customers because they see major brands at discounted prices.The move by Macy's (and Kohl's?) comes as off-price chains, led by TJ Maxx and Ross Stores, have outperformed major retailers in the past few quarters.

Kohl's is headquartered in the Milwaukee suburb of Menomonee Falls, Wisc., and operates 1,164 stores in 49 states.