There was a bit too much emphasis on coats, many believed, and not enough on T-shirts, dresses, table linens, fragrances, makeup and other things that exist outside the business of cold winters — in essence, the sales opportunities for retailers in the other three seasons.
But after being taken private a decade ago and public again in 2013, the off-price chain — now called Burlington Stores (BURL) — has tried to turn that perception around. Perhaps most importantly, Burlington has put more effort into expanding and improving its home, beauty and women's sportswear items, which can work better as gifts and draw more store traffic in the non-winter months.
"And now obviously they don't call themselves Burlington Coat Factory," RBC analyst Brian Tunick told IBD. "So that should be some signal to you and the shoppers that they used to make (all) of their profits in the holiday quarter, and they would live and die by the cold winter."
Publishers Notes: Yesterday WBOC, WMDT and the DT's seemed to make a massive deal about Burlington coming to the Centre at Salisbury. However, what cracked me up is the following, (and above). They ALL called them "Burlington Coat Factory". Wait, it gets even funnier. I know for a fact that they run commercials whereas Burlington flat out expresses how they rebranded their name and yet these sources don't even watch their own commercials to know better. Maybe WBOC needed this exposure after eating crow yesterday bragging about a local business closing.