Off-price giant to debut new store banner this summer

TJX Cos. is importing one of its Canadian/European brands to the United States.



Last year, the off-price retailer announced that it planned to launch a new home concept in the United States in 2017, with the business operated as a complement to TJX’s existing HomeGoods chain, which has nearly 600 stores. On its first-quarter earnings call last week, the retailer said the new format would debut in late summer under the HomeSense banner. HomeSense is the name of a TJX-owned chain that operates some 110 stores in Canada, and 46 in Europe.



TJX plans to open several U.S. HomeSense stores this year. It did not reveal details of the locations except to say one store will be in its home base of Framingham, Mass. On the call, TJX chief executive Ernie Herrman said that HomeSense will provide shoppers with a "dramatically different” shopping experience" than HomeGoods . He also said HomeSense will differ in the way it is designed and operationally executed. The two concepts will also feature different product categories.



“HomeSense will offer customers a different mix of home fashions than HomeGoods, but at the same great value,” Herrman said. “We believe we are significantly underpenetrated in the total U.S. home market and feel there is enormous opportunity for us to gain share in this space.”