BUSINESS

Kevin Smith built a personal brand without realizing it. It saved his career.

There’s a pattern that repeats across time and industries.

Ross Stores is benefiting from a growing consumer trend, unlike some of its competitors in the retail landscape. The off-price retailer is seeing heightened demand in stores, as economic uncertainty pressures the wallets of consumers nationwide. To capitalize on increased consumer momentum, the company’s CEO is weighing a risky in-store change that shoppers may not be too fond of. Toward the end of last year, Ross, which also operates DD’s discounts, saw its comparable store sales rise by 9% year over year, while its operating income also spiked by about 11%, according to its fourth-quarter earnings report for 2025. Additionally, recent Placer.ai data found that overall foot traffic at Ross locations increased by almost 12% year over year during the fourth quarter. This growth surpassed competitors TJMaxx, Marshalls, and Burlington, which all saw visits grow 2.8%, 3.3%, and 9.4%, respectively. Off-priced retailers are resonating more with consumers compared to department store chains such as Macy’s, Kohl’s, and JCPenney, which all suffered declining foot traffic during the quarter.“Pre-COVID, department stores held a slight edge, capturing just over half of visits to the two segments,” wrote Lila Margalit, content manager at Placer.ai, in an analysis. “But by 2025, that relationship had fully reversed, with off-price claiming a remarkable 62.9% share of visits.” “As consumers grow more price-sensitive and the retail landscape becomes more bifurcated, traditional department stores have struggled to articulate a clear competitive edge — while off-price continues to benefit from a straightforward, discovery-driven model,” she added.Ross CEO considers in-store shift that could put customer loyalty to the testWhile speaking to investors during the company’s earnings call on March 3, Ross CEO Jim Conroy said that sales and earnings in the fourth quarter “significantly” surpassed the company’s expectations. “Every major merchandise category showed solid positive sales growth with shoes and cosmetics performing the best,” said Conroy.Ross especially saw its ladies business accelerate during the quarter, especially in the junior section.“We are very comfortable saying that we have seen growth, very broad-based across income demographics and age demographics, including 18- to 34-year-old customers,” said Conroy.

Ross Stores’ comparable sales spiked by 9% year over year during the last few months of 2025.Shutterstock

It is no surprise that young U.S. consumers have been flocking to Ross stores. A PWC survey a few months ago found that younger consumers are increasingly value- and price-conscious. About 79% of Gen Z shoppers wait for products to go on sale before making a purchase, while ony 21% regularly pay full price. Also, searches for discount codes is up 14%.The increased consumer demand at Ross follows last year’s price increases in stores due to tariffs. Conroy said price hikes during the fourth quarter were “pretty modest,” with the company’s home category getting “hit hardest by tariffs.”He also said that during the quarter, Ross had “gained some confidence” in introducing higher prices in stores.“I think if we had a learning coming out of the quarter, it is that we probably have the ability to push for some either higher-priced goods or potentially taking some retails up,” said Conroy. Related: Kohl’s makes bold store change to lure back customersConroy acknowledged that “having the best bargains in retail” has made the company successful and confirmed the company’s main focus on maintaining that reputation. However, Ross isn’t afraid to ask customers to dress for more. “If we feel like we have merchandise categories that are margin eroding, increasing AUR (the average selling price of an item) a little bit to recapture some of that,” said Conroy.This potential change could be risky for Ross as many consumers across the country are feeling the pinch amid economic pressures, which has pushed them to cut their spending, a survey from L.E.K. Consulting Survey in October found. Where Americans plan to cut spending:About 57% of U.S. consumers believe they are paying more than is acceptable for apparel, footwear, and accessories, and 50% feel this way about beauty products.Only about a quarter of U.S. consumer expect their financial situation and discretionary spending ability to improve in the next 12 months.Additionally, 74% plan to cut spending on apparel, shoes, and accessories; 68% on major household goods; and 63% on beauty products. A whopping 83% said they’ll purchase lower-priced household brands or products; 60% will buy lower-priced clothing, footwear, and accessory brands or products.
Source: L.E.K. Consulting Survey
“The survey pointed to the apparel category as the most sensitive for consumers when it comes to price increases from tariffs,” Laura Brookhiser, a managing director at L.E.K. Consulting, said in a statement.Rob Haslehurst, also a managing director at L.E.K. Consulting, added in a separate statement that companies should avoid increasing prices to match the market. “The most effective brands and retailers will seek to set prices to reflect the benefits that consumers actually feel — rather than simply adding a cost mark-up or matching the market, which has been customary at some companies,” said Haslehurst. “They will work hard to thoroughly understand the essential qualities that define the value proposition of the brand so they can ensure the price is right,” he continued.Ross hopes a bold strategy will attract more shoppersWhile Ross weighs potential price increases, it is planning additional bold changes to drive demand even higher.The company has recently been testing self-checkout in its stores, a change it plans to introduce to more locations this year. “We have been piloting self-checkout actually for some time now, and we plan to expand to more stores given the positive results we have seen thus far,” said Ross Chief Operating Officer Michael Hartshorn during the company’s earnings call. Last year, Ross opened 80 new Ross Dress for Less stores and 10 DD’s Discounts stores, while expanding into new markets such as the New York Metro Area and Puerto Rico. This year, the company plans to accelerate its store openings, with some targeting “more populated, higher-rent markets.”More Retail:Home Depot CEO raises alarm bells on consumer problem in storesKroger quietly reduces a vital store service for customersKohl’s makes bold store change to lure back customers“We are planning to open 110 new locations this year, which represents 5% growth. Part of that growth reflects the reacceleration of DD’s Discounts with plans to open 25 stores in 2026,” said Conroy. “For Ross, we see an opportunity to open 85 new stores this year, slightly above last year.”“As we continue to identify attractive real estate opportunities across our markets, we remain confident in the long-term potential to grow Ross and DD’s chains to 2,900 and 700 stores, respectively, expanding our reach to even more customers over time,” he added.As Ross plans to roll out these changes, it expects same-store sales growth of 3% to 4% for fiscal year 2026.Related: Home Depot CEO raises alarm bells on consumer problem in stores

TheStreet aims to feature only the best products and services. If you buy something via one of our links, we may earn a commission.Why we love this dealClean air is important. Whether you live in the hustle and bustle of the city, you have spring allergies, your furry friends won’t stop shedding, or you just want help keeping the dust at bay, air purifiers can help keep your space free and clear of dirt and debris. I even have two in my home, one in my bedroom to help me sleep better, and one by my cat’s litter boxes to prevent dust from being kicked up into the air, and I’ve seen a huge improvement in air quality and the amount that I have to sweep and vacuum.If you want to not only cut out indoor pollution in your home, but also just make your life a little bit easier, the FreAire Air Purifier that covers up to 2,600-square feet is a great choice and a great deal. Shoppers can save 72% off the original price of $327, paying just $90 right now for this high-powered air cleaning machine.FreAire Air Purifier, $90 (was $327) at Amazon

Courtesy of Amazon

Why do shoppers love it?With this many features, you won’t need another air purifier anytime soon. The advanced PM2.5 sensor digitally shows real-time air quality, allowing you to know exactly how clean your house is, which is priceless for those who suffer from asthma, lung diseases, and other illnesses. The washable pre-filter offers a long-lasting hard plastic grid that can be rinsed out or vacuumed, and helps prolong the life of the HEPA filter, saving you money. The whole unit cleans up to 99.97% of allergens, dust, and other debris out of the air, including pet hair, dander, dust, smoke, and odors. It includes a replacement reminder light that turns on to notify you when the filter needs to be changed.Related: Macy’s $60 reversible 3-piece quilt set is boho perfection, and it’s on sale for only $27Choose from four adjustable fan speeds, including low, medium, high, and turbo, and a timer that offers a two, four, six, or eight-hour runtime. This air purifier also includes a sleep mode that runs at a very quiet 22 decibels, which is quieter than a whisper. It has multiple certifications, and offers a 30-day money-back guarantee, plus a one-year warranty. Details to knowSize: This air purifier can clean up to 2,600-square feet. Settings: Choose from sleep mode, four adjustable speeds, and multiple hour timers. Filter: The HEPA filter cleans 99.97% of dust, allergens, pet hair, dander, smoke, and more.Over 2,000 of these have been bought in the past month, with a 4.8-star rating. One reviewer said, “It efficiently removes dust, pollen, smoke, and pet dander. The design is sleek and compact. It operates quietly, even on higher settings. The filter replacement process is simple and affordable, and after consistent use, the air feels noticeably fresher, and allergies are reduced. Overall, this air purifier offers strong performance, energy efficiency, and great value for those seeking cleaner, healthier indoor air.”Shop more dealsEcoself 2,400-Square Foot Air Purifier, $90 (was $300) at AmazonAroeve Small Air Purifier, $38 (was $46) at AmazonEcalit 2,200-Square Foot Air Purifier, $70 (was $115) at AmazonWhether you suffer from pollen allergies, constantly have to clean up pet hair, or you want help clearing out the smoke during cooking, the FreAire Air Purifier is an excellent choice. Tons of features make it convenient to use, while the real-time air quality index offers peace of mind about the air you and your family breathe, and at a 72% savings, this deal is fantastic. Shoppers can get this $327 air purifier for just $90 at Amazon.

The fear of losing legacy brands is increasingly becoming a reality as even well-known retailers struggle to adapt to shifting consumer preferences, rising operating costs, e-commerce growth, and intensifying competition.Many longstanding companies that once dominated shopping malls are now suffering mass closures or disappearing entirely, proving that nostalgia and decades of brand history are no longer an advantage in today’s retail landscape.Now, one of America’s most recognizable outdoor apparel brands is joining the list.After 106 years in business, Eddie Bauer will permanently close all its physical retail stores following a failed attempt to sell its store portfolio during its Chapter 11 bankruptcy proceedings.Eddie Bauer is permanently closing 174 stores Eddie Bauer LLC has canceled a planned auction for its remaining stores, which was scheduled for March 6, 2026, after receiving no qualified bids before the March 3 bid deadline, according to bankruptcy court filings.With no buyer secured, the company will continue liquidation sales across all its brick-and-mortar locations unless a last-minute offer emerges that maximizes value for creditors during the remainder of the proceedings.Earlier in the bankruptcy process, Eddie Bauer LLC attempted to sell its entire North America retail footprint.The company hired real estate brokerage firm RCS Real Estate Advisors to market around 174 store leases, including 150 locations across 40 U.S. states and 24 locations across six Canadian provinces, according to the announcement. In total, the portfolio represents more than 1.08 million square feet of retail space, with stores averaging about 6,300 square feet each. The locations include malls, lifestyle centers, and high-traffic retail corridors.

Eddie Bauer LLC cancels auction for its remaining locations and will continue with store closures and liquidation sales.Tim Boyle/Getty Images

Eddie Bauer’s century-old historyFounded in 1920 in Seattle, Washington, Eddie Bauer became one of the most recognizable outdoor apparel brands in the U.S. The retailer expanded rapidly during the late 1990s and early 2000s. At its peak in 2001, the company operated nearly 600 stores, according to data from CoStar Group Inc.Although the brand remains well known, its retail operations have struggled in recent years amid declining mall traffic and growing competition from rival outdoor brands.Today, the Eddie Bauer brand and intellectual property are owned by Authentic Brands Group and SPARC Group LLC, while day-to-day physical store operations are managed by Catalyst Brands, which includes Eddie Bauer LLC among its operating entities.What customers need to know before stores close Gift cards: Will be accepted in stores only through March 12, 2026, but cannot be redeemed online. After that date, gift cards will no longer be honored.Rewards points: Can be used in stores through March 12.Refunds and exchanges: All sales are final, and stores will not accept returns or exchanges.Physical stores: All 174 physical locations are expected to close.Eddie Bauer brand: Despite the store closures, the brand itself will continue. Authentic Brands Group can still license the brand to other retailers or operators.All the information above was stated in the official court documents.Eddie Bauer operator files for Chapter 11 bankruptcyEddie Bauer LLC filed for Chapter 11 bankruptcy protection on February 9, 2026, in the U.S. Bankruptcy Court for the District of New Jersey.According to the court documents reviewed by The Street, the company reported more than $1 billion in debt, citing declining sales, supply chain disruptions, inflation, tariff uncertainty, and other retail industry headwinds.As part of the bankruptcy process, the company reached a restructuring agreement with its secured lenders, allowing it to begin liquidation sales while seeking a buyer for its North American retail business.If no buyer emerged, a full wind-down of Eddie Bauer’s U.S. and Canada stores would be completed by April 30, 2026.The bankruptcy does not affect the brand’s e-commerce operations, wholesale partnerships, or international stores, which are managed by separate licensees.Eddie Bauer has filed for bankruptcy before This is not the first time Eddie Bauer has encountered financial distress.2003 Spiegel Inc. bankruptcy Eddie Bauer’s former parent company, Spiegel Inc., filed for Chapter 11 bankruptcy protection in March 2003, leading to the closure of more than 80 underperforming stores. Following a restructuring, Eddie Bauer emerged as an independent company, Eddie Bauer Holdings, Inc., in June 2005, according to the SEC filings.2009 Eddie Bauer Holdings Inc. bankruptcy Eddie Bauer Holdings Inc. filed for Chapter 11 bankruptcy again during the recession, citing heavy debt and declining sales. A month later, private equity firm Golden Gate Capital acquired the retailer out of bankruptcy for around $286 million, according to a company press release.Analysts say Eddie Bauer lost its competitive edgeSome retail analysts say the brand has gradually lost its competitive edge.GlobalData Managing Director Neil Saunders has criticized the company’s in-store experience and lack of differentiation.”I really struggle to understand what the point of difference is,” wrote Saunders on RetailWire. “Stores are crammed full of product, are hard to shop, and don’t provide anywhere near enough inspiration.”Benedict Enterprises LLC Retail Consultant Scott Benedict said the company’s bankruptcy highlights how quickly established brands can lose relevance.”Eddie Bauer’s exit from physical retail and its subsequent bankruptcy underscore timeless lessons about relevance, investment discipline, and the unforgiving pace of change in apparel retail,” wrote Benedict. “Even well-known heritage brands can quickly lose ground when their value proposition no longer aligns with what today’s consumers want, where they shop, and how they engage.”CEO and Strategic Board Advisor Mohamed Amer added that brand ownership structures can sometimes prioritize financial returns over long-term brand development.”The question is whether retail investors will finally admit that brand licenses without brand stewardship are expensive ways to disappoint customers while generating returns for portfolio operators,” wrote Amer.Store closures reflect wider retail industry struggles The shutdown of Eddie Bauer stores reflects a broader trend across the retail sector as traditional mall-based brands struggle to compete with e-commerce and changing consumer habits.More Retail Store Closures:153-year-old bookstore chain confirms more closures in 202653-year-old retail chain explores selling entire business159-year-old retail giant announces more store closuresOnline shopping continues to expand rapidly. U.S. e-commerce spending reached $1.34 trillion in 2024 and is projected to surpass $2.5 trillion in 2030, according to Capital One Shopping’s Online Shopping Statistics 2026 data.U.S. online sales accounted for 22.3% of global e-commerce spending in 2024, up nearly 1.5% from the year prior.Several other well-known chains have filed for bankruptcy and announced mass store closures in recent years. Other retail chains facing bankruptcy and closures Claire’s: Filed for Chapter 11 bankruptcy for the second time in August 2025 and plans to close nearly 300 stores, according to The Street.Forever 21: Filed for Chapter 11 bankruptcy again in March 2025 and liquidated all its U.S. stores ahead of closures, as reported by The Street.Francesca’s: Francesca’s filed for Chapter 11 bankruptcy a second time in January 2026 and liquidated all its remaining 457 stores to prepare for closures, per The Street.Related: Apple closes all stores in fast-growing market

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