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Marshalls brings unprecedented change to its business after long refusing to sell online

  • Marshalls launches an e-commerce store this year.
  • The assortment will be different online and in-store in order to prevent cannibalization of sales, said Wednesday the CEO of The TJX Companies, Ernie Herrman, in an appeal to investors.
  • Non-price stores have dispelled the threat of e-commerce and have largely adopted a more relaxed approach to selling online, as they offer a unique shopping experience with a treasure hunt.

Marshalls is online.

In a call with investors Wednesday, Ernie Herrman, The CEO of TJ Maxx, Marshalls and TJX Companies, parent company of Home Goods, announced that the company would launch an online platform for Marshalls later this year.

Herrman said the company would prevent any cannibalization of sales by keeping the online assortment and in its physical stores as different as possible.

"We consider it complementary," he said about the two platforms and compared it to TJ Maxx, which went online in 2013 and also offers a different assortment on both channels. .

"We learned a lot from TJMaxx.com," Herrman said, adding that an online platform had helped to educate customers and increase the number of trips to the stores. "We really think that it generates additional traffic in the stores (…), it will encourage cross purchases."

TJX did not immediately respond to Business Insider's request.

Read more:We shopped at TJ Maxx and Ross to see who was a better discount store – and the winner was clear

Analysts say non-price retailers have managed to remove the e-commerce threat and take a more relaxed approach, as they offer a treasure hunt shopping experience that is difficult to replicate online.

TJX announced its 23rd consecutive year of growth on Wednesday. Same-store sales increased overall by 6% in fiscal 2019, and by 7% at Marmaxx, which includes TJ Maxx and Marshalls. The company also announced the opening of 60 Marmaxx stores over the next year.

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