Ross unveils aggressive plan: 25 new stores set for 1994 - Ross Stores

Discount Store News, March 7, 1994

NEWARK, Calif., -- Ross Stores, the off-price chain, kicked off an aggressive expansion plan with the opening of eight "Dress For Less" stores, with 17 more to follow by year-end.

These openings, which will bring store count to 251 stores in 18 states, will all take place in existing markets in Southern California, Hawaii, Florida and Philadelphia.

"During 1994, we are strategically focusing store growth to strengthen our franchise in existing markets," said Norman Ferber, chairman and chief executive officer. "We also continue to solidify our dominant position in California, our largest and most important state," he said.

Of the 25 stores that are set to open this year, two will be in the downtown markets of Philadelphia and Miami, enabling the chain to address what it considers an underserved area in many of its markets.

The other store openings will include three stores in Long Beach, San Juan Capistrano and Fresno, Calif., bringing store count in that state to 116.

Hawaii will receive its second store, and in Florida, Ross is reloacting its Brandon store and adding new locations in Naples, North Miami and downtown Miami. The off-pricer will operate a total of 35 stores in Florida, making it its second largest market.

"We relocated our Brandon store in order to address the changing demographics and shifts in shopping patterns. In addition, the new location is more competitive," said Katie Loughnot, director, corporate communications of Ross Stores.

Competition is fierce for Ross and it battles against both department and specialty stores with a mix of first-quality branded apparel and footwear as well as accessories, fragrances and giftware. The chain pays little or no attention to private label, as its strategy works best with branded merchandise.

Something new at the chain: the rollout of a domestics department to about 50 of its existing locations, a move that was borne out of the success Ross Stores had with its home accents giftware department that debuted in 1992. "We think that domestics is the next logical step since the trend for consumers seems to be buying for the home," said Loughnot.