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J.Crew is about to launch a new, lower priced chain

Fortune

J.Crew has gotten a lot of flack from customers for how pricey much of its merchandise has gotten in the last few years.

So to remedy that, the fashion retailer will open the first location in a new chain of lower-priced stores called J.Crew Mercantile later this month, the company announced on Friday. The first store, to open in a shopping center in Dallas in late July, will feature the same products specifically designed for and sold at J. Crew’s factory locations.

“J.Crew Mercantile stores will feature a collection of value-driven merchandise with classic J.Crew style for women, men and children,” the company said in a statement.

The move comes as J.Crew’s sales have fallen sharply for several quarters in a row, in part because of fashion misses, but also in part because the retailer has gone too high end, sometimes stepping into outright luxury, a strategy that has…

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