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Off Brand

Why TJ Maxx Doesn’t Need E-Commerce to Survive the Pandemic

Forget contagion, bargain shoppers want the thrill of the in-person treasure hunt

Photo illustration: Emily Haasch, sources: Saul Loeb, Nicolas McComber, Enes Evren, Jeff Greenberg/Getty Images

The retail reckoning that’s been turbocharged by the Covid-19 pandemic shows little sign of letting up: Marquee department stores like J.C. Penney and Lord & Taylor and mall stalwarts…




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Rob Walker

Author The Art of Noticing. Related newsletter at

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