The Mysterious "J.Crew Mercantile" Is Opening a Store This Month

In Dallas.
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Eliza Brooke
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In Dallas.
A look from J.Crew's most recent presentation. Photo: Fernanda Calfat/Getty Images

A look from J.Crew's most recent presentation. Photo: Fernanda Calfat/Getty Images

We first heard about J.Crew Mercantile a little over a year ago, when it was, allegedly, just a twinkle in the retailer's eye. J.Crew had trademarked the name — it was free and they liked it, CEO Mickey Drexler said at the time — but it wasn't clear whether anything would come of it.

Of course, something did. J.Crew said in a statement Friday that it's opening its first J.Crew Mercantile location in late July at The Shops at Park Lane in Dallas. The line is, in J.Crew's words, a "collection of value-driven merchandise with classic J.Crew style for women, men and children." Up until this point, it was designed exclusively for J.Crew Factory stores. Now, it's getting its own space.

What exactly the difference is between J.Crew Mercantile and J.Crew Factory remains somewhat unclear. What we do know is that this isn't Drexler's first time getting a major lower-priced chain off the ground: Gap Inc-owned Old Navy is still kicking ass today and currently outstripping both Gap and Banana Republic on the sales front. So we're eager to see what comes of this particular venture.

Dallas readers, you're up: go visit J.Crew Mercantile when it's open and let us know how things look.