J.Crew to develop new brand concept, J.Crew Mercantile

J.Crew Group has quietly registered a new brand name, "J.Crew Mercantile," indicating a fresh new store concept could be in the works.

The company filed an application on Nov. 25 to trademark the phrase for selling clothing and accessories, both online and in retail locations, according to a filing with the U.S. Patent and Trademark Office. The company plans to use the name to create a chain for budget shoppers, the Wall Street Journal reported, citing people familiar with the situation.

J.Crew, however, is keeping mum on what the Mercantile brand could become. "It's too preliminary to discuss the subject," said J.Crew spokeswoman Margot Fooshee. The company is said to be planning an initial public offering for later this year. Story

Suggested Articles

Costco changes up its menu items, and Alibaba and Guess partner for a physical store.

Janey Whiteside, Walmart's new chief customer officer, is well acquainted with the importance of customer service in modern retail.

Whole Foods will offer deals on Amazon's Prime Day, and tariffs against China are causing pricing hikes.