As inflation continues to shape consumer behavior, the off-price fashion market is quietly growing into one of the most resilient segments of retail. In 2024, the U.S. off-price apparel market was valued at over $353 billion, with analysts projecting growth fueled by consumer demand for discounted brand-name clothing.
TJX Companies—the parent of T.J. Maxx, Marshalls, and HomeGoods—posted record revenues of $56 billion last year, while Burlington and Ross Stores also reported strong quarterly growth. At the heart of this momentum is a global supply chain powered by professionals who understand where fashion meets logistics.
Kenchen Bharwani, a trailblazer of the off-price space, has spent the last 18 years navigating the off-price sector across continents. As a fashion consultant for Empire Apparel LLC, a New York-based importer, she has worked with brands including Hanes, Champion and Karen Scott to redirect canceled inventory, design with surplus fabric, and create sustainable fashion solutions.
“Off-price is fundamentally about giving excess inventory a second life,” Bharwani explains. “The products are often brand-new, high quality — but for various reasons, they never made it to full-price retail.”
The business of off-price fashion, explained
Bharwani’s work bridges the gap between international manufacturers and U.S. retailers, sourcing canceled or surplus goods from factories across Asia, Africa, and the Middle East. These products may have been overproduced, delayed in shipment, or rejected due to minor issues like color variance — a slightly off Pantone shade of blue, for instance.
“These are not defective goods. They’re often perfect from a consumer perspective,” she says. “But if they miss a seasonal delivery window or don’t match brand specs, they get canceled. That’s when we step in.”
As a fashion consultant, Bharwani has curated collections for major U.S. retailers such as Ross, Burlington, and T.J. Maxx. Her sourcing strategy is data-informed and market-driven.
“I study trends, size demand, color preferences, and seasonal timing,” she says. “I’m deeply involved in buying decisions — helping select not just what’s available, but what will sell.”
Her expertise extends to underserved niches. “Menswear, for example, is underdeveloped in off-price. I’ve helped build successful outdoor and workwear apparel lines for the Northeast U.S.,” she says. “We saw strong uptake in Maine, a region often overlooked.”
Bharwani’s sourcing network includes factories in Vietnam, Cambodia, Pakistan, and Ethiopia—each with its own manufacturing strengths. “Pakistan is excellent for menswear; Ethiopia is a hidden gem for activewear,” she notes. “I tailor sourcing by geography.”
Powering off-price innovation
In the U.S. off-price sector, Bharwani stands out as one of the few product creators — and the only one with roots in Southeast Asia — who transforms surplus fabric and canceled inventory into commercially successful designs.
One notable project involved rescuing deadstock polyester-spandex fabric originally intended for Walmart. Bharwani created original prints for the fabric and developed it into a women’s sleepwear collection, including a bestselling Muumuu line.
Once considered outdated, the muumuu — a loose, flowy Hawaiian dress with no defined waistline — has made a quiet comeback. Bharwani’s version taps into the cultural moment, blending sustainability, comfort, and nostalgia with a modern sensibility.
“Consumers aren’t dressing to impress anymore — they’re dressing to feel,” she said. “That shift opens up space for real innovation.”
The decision to reintroduce the muumuu was more than just a design choice. It reflected a broader understanding of where fashion is headed: toward ease, flexibility, and body inclusivity.
“The loose, flowy silhouette isn’t just comfortable — it’s inherently size-inclusive and age-agnostic, offering a non-restrictive fit that works across body types and life stages,” Bharwani said.
In another instance, she transformed unsellable sweatshirts into holiday hits by adding custom Christmas graphics. “We sold 27,000 units in a week through Grocery Outlet.”
Bharwani uses design software like Photoshop and Illustrator to create new concepts in-house. “It’s not just about saving products—it’s about reimagining them.”
Her work has had ripple effects globally. During the pandemic, a men’s activewear line she developed using Ethiopian deadstock was picked up by a Spanish brand at Africa Fashion Week. “That one order kept the manufacturer’s factory afloat through COVID,” she recalls.
Rethinking supply chain
Recently, Bharwani has expanded into international redistribution. As U.S. ports grew congested and tariffs soared, her team started acquiring domestically stuck goods from bankrupt brands, licensees, and retail operators. They then resell these products not only across North America but also in markets like Mexico and the UAE.
“We flipped the traditional import-export model — U.S. brands are now being distributed globally through off-price channels,” she said. “This approach not only clears inventory bottlenecks but also extends brand exposure to new audiences, creating fresh growth opportunities beyond the domestic market.”
With nearly two decades in the industry, Bharwani continues to advocate for transparency, efficiency, and smarter sourcing. “Off-price is not a dumping ground,” she says. “It’s a dynamic, global marketplace that requires strategy, insight, and a strong sense of timing.”
As retailers and consumers look for value in a high-cost world, Bharwani believes off-price fashion will only become more integral to the global fashion economy.
