Chico's launches new off-price website

Fort Meyers, FL-based Chico's has launched a new e-commerce site called Chico's Off The Rack designed to target its outlet shopper consumer base.


The Chico's Off The Rack site is now live - Photo: Chico's

The site sells exclusive product online which Chico's merchandised after studying consumer preferences. ​Categories include clothing, collections and accessories. The site offers curated seasonal assortments including the current season's gift guides and holiday parties.

Lori Shaffer, Senior Vice President, Chico's Outlets & Corporate Store Operations said, "We did a tremendous amount of research to understand what our customer is looking for from us in the digital space."

Chico's launched the site in response to consumer demand, having received feedback that customers wanted to be able to access deals 24/7.

Shaffer explained, "Today, customers expect access to information, instant gratification, and to shop when they want and how they want."

Chico's consumers are generally women aged 45 and older. The company sells exclusive private label designs meant to both capture trends and create unique looks.

Chico's has 600 boutiques and 100 outlets in the US, Canada and Puerto Rico. It also publishes a monthly catalog and operates online through its website. The Chico's Off The Rack site is now live.

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