What is Burlington called now?
The company formerly known as Burlington Coat Factory has been officially branded as "Burlington" for several years now. This rebranding was a strategic decision intended to reflect the company's evolution from a single-product retailer (specifically coats and outerwear) into a much broader, diversified off-price retailer. Today, the store offers a wide variety of merchandise including home decor, apparel, footwear, beauty products, and baby accessories. By shortening the name to simply "Burlington," the company signaled to its customers that it has expanded its product categories and shopping experience, distancing itself from its legacy name while maintaining the core "off-price" value proposition that it is famous for. For customers and investors, the "Coat Factory" part of the name is now considered an outdated term that does not accurately represent the wide-ranging inventory and business model of the current retail chain.
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Burlington (formerly known as Burlington Coat Factory) utilizes brand positioning messages centered around offering major designer labels and trend-setting apparel at deeply discounted off-price rates, popularly associated with expressions like "Bran...