Marshalls goes digital

Marshalls shoppers have a new channel to make purchases.

The off-price retailer, a division of The TJX Cos., has unveiled its new e-commerce website. The online and mobile site marks Marshalls’ official entry into e-commerce.

Marshalls’ online assortment will feature similar categories to its brick-and-mortar stores, with ladies’, men’s and kids’ apparel and footwear, home, accessories and beauty. However, the specific product mix will be unique to the online site. (TJX’s TJ Maxx’s web site also offers a different assortment than its stores.) The goods bought online can be returned via mail or at any one of the more than 1,100 Marshalls stores across the country.

The new site also offers a number of interactive features, including a gamified “swipe to shop” mobile shopping feature which enables customers to view and sort products by swiping left or right to buy or save them for later.

In addition, it offers curated, themed online shops, launching with the Fall Style Shop, The Designer Shop and Made in Italy. Curated shops will refresh frequently. Influencers and regular shoppers can post images of products they bought using the “#MarshallsSurprise” hashtag, and customers can click links to relevant categories and similar products.

"We are thrilled to introduce, which allows customers to shop Marshalls anytime," said Mark DeOliveira, executive VP, TJX digital U.S., TJX Cos. "This site will feature a unique assortment of the brands and values that Marshalls is known for, and also offer customers the ability to shop through fun, interactive features and curations. We are excited for customers to experience the brand in this new way."