TJ Maxx and its off-price siblings — Marshalls, Homesense, and HomeGoods — have become some of the few legacy brick-and-mortar retailers that have been able to withstand the threat of Amazon and e-commerce in general. while other brick-and-mortar chains such as department stores have struggled with the growing shift to online sales. Some department stores have leaned on their own off-price concepts to boost sales growth.
Moreover, the off-price model has been especially popular as customers continue to stay hooked on discounts. In a recent note, a group of Bernstein analysts led by Jamie Merriman compared the pricing on Amazon.com versus TJX's websites and found that TJ Maxx and Marshalls won on price. recently launched Marshalls.com
While TJX has made attempts to grow its online business, these analysts pointed out that e-commerce doesn't really fit their business model.
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