TJX says HomeGoods catching on

FRAMINGHAM , Mass. — The HomeGoods nameplate has developed enough cachet that TJX will more aggressively co-brand — side-by-side — T.J. Maxx and HomeGoods locations, president and CEO Edmond English said following the company’s annual shareholder meeting here today.

There are now 15 such side-by-side locations in the United States , as well as 90 superstores that are being co-branded.

Early indications on the HomeGoods e-commerce site launched last fall are encouraging, English said. “It’s receiving very high ratings from the monitoring agencies,” he said, adding that because the nameplate currently is located in only 20 states, it does not yet have the national brand presence enjoyed by the T.J. Maxx name.

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