Home Consumer How To Keep The ‘Off’ In ‘Off Price’ In The Tariff Era16

How To Keep The ‘Off’ In ‘Off Price’ In The Tariff Era16

A Burlington store location. “As a business, we need to deal with economic reality,” CEO Michael O’Sullivan recently told analysts. (Daphne Howland/Retail Dive)

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The tariffs that have been the centerpiece of U.S. trade policy all year are raising costs for retailers, sending even off-price giants TJX, Ross and Burlington scrambling to maintain their differentiation.

The new duties present a conundrum for the industry. Inflation has settled down, but tariffs are driving up prices on many products. That makes it difficult for retailers to pass on the elevated import costs by increasing prices. And it’s even more complicated for retailers promising good deals.

“As a business, we need to deal with economic reality,” Burlington CEO Michael O’Sullivan told analysts on Thursday. “But as a retailer that is focused on delivering value, we also need to tread very, very carefully.”

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Even low-price leaders like Walmart have resorted to increases, and that is a silver lining for off-pricers.

“Our strategy is to offer significantly lower prices than traditional retailers,” O’Sullivan said. “If those retailers raise prices, then this could provide some relief for us. It could potentially drive additional traffic to our stores or it could take some pressure off our own retails.”

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