Ross Dress for Less is enhancing its product offerings by incorporating more high-end brands, a strategy aimed at attracting shoppers looking for discounts on luxury items. According to CEO Jim Conroy, this shift is part of a broader effort to provide customers with a wider array of branded merchandise, which has become increasingly popular among bargain hunters.
The retailer has begun stocking items from renowned brands such as Gucci and Hoka, which has garnered attention on social media platforms like TikTok. Users have shared videos highlighting luxury sunglasses and watches available at Ross stores, demonstrating a growing trend of customers seeking quality goods at reduced prices. One viral post from late 2025 featured a shopper purchasing a pair of Gucci sunglasses for just under $200.
In a recent earnings call, analysts from Jefferies, led by Corey Tarlowe, noted that luxury items from brands including Gucci and Valentino are increasingly found at Ross locations. For instance, a Business Insider investigation revealed that men’s Hoka athletic shoes were available at a store in Wisconsin for $89.99, approximately $20 less than online prices. Additionally, handbags from Kate Spade and Michael Kors were spotted in a Washington, DC store, priced between $79.99 and $119.99.
The growing presence of high-end goods at Ross reflects a wider consumer trend towards value shopping. Despite easing inflation, many consumers continue to seek out affordable alternatives, turning to dollar stores and off-price retailers. These stores, including Ross and T.J. Maxx, capitalize on excess inventory and discontinued items, resulting in a dynamic selection that encourages frequent visits.
Conroy highlighted that Ross has focused on enhancing its inventory of name-brand products over the past year. Previously, the retailer relied heavily on lesser-known brands, which were more profitable but did not resonate as strongly with customers. This strategic pivot has led to increased sales, particularly in women’s apparel and accessories, as evidenced by the retailer’s third-quarter results exceeding analysts’ expectations in November 2023. As of January 9, 2024, Ross’s stock has risen by approximately 26% over the past year.
“The merchants have been laser-focused on delivering high-quality, branded bargains at compelling values,” Conroy stated during the earnings call. This commitment to quality at reduced prices is likely to enhance customer engagement and loyalty.
Other off-price retailers have also recognized the potential to diversify their product offerings. Executives at TJX, the parent company of T.J. Maxx and Marshalls, noted that disruptions caused by US tariffs on imports allowed them to secure a broader selection of merchandise than usual. Conroy confirmed that Ross experienced “exceptional product availability” leading into the holiday shopping season, enabling the company to make advantageous purchases.
As consumers increasingly prioritize value, Ross’s updated assortment of branded products positions the retailer to capture a larger share of the bargain-hunting market. This strategy not only meets the current demand for quality goods at lower prices but also reinforces the retailer’s reputation as a destination for savvy shoppers.
For those with experiences or stories about Ross or other retailers, feedback can be directed to the reporter at [email protected].
