J.Crew is set to launch a new concept store to appeal to the budget conscious shopper. According to the Wall Street Journal, the new format, called J. Crew Mercantile, will feature merchandise and prices similar to that of J. Crew Factory– the company’s outlet stores. But that’s where the similarities end, unlike J.Crew Factory, Mercantile will not be outlet store. Therefore as oppose to being located in remote isolated areas, it will populate suburban malls and urban areas. Mercantile will essentially function as a middle ground, enabling the retailer to offer lower prices thereby capitalizing on said market without posing direct competition to and damaging the pricing power of its mainline brand.