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Discount clothing store plans permanent location in Elyria

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ELYRIA — A fashion retailer that previously brought a pop-up shop here is setting up a permanent home near Midway Mall.

Discount Fashion Warehouse, a Columbus-area retailer, was open in the old Office Max store in June for a four-day shopping experience. The retailer offers mall-brand apparel at deeply discounted prices.

Company owner Jeff Bradshaw said at that time said that Discount Fashion Warehouse was a brick-and-mortar operation with locations in Columbus, Dayton and Cincinnati. The pop-up session offered the retailer the opportunity to break into the Northeast Ohio market while building brand awareness and a customer base.

The strategy must have worked.

The retailer is touting the plan on social media accounts to open a permanent location in the same storefront.

Discount Fashion Warehouse will have another pop-up event at the Elyria location this weekend, during which merchandise will be sold for 80 to 90 percent off retail price.

According to the store’s website, the plan is to then close the storefront for remodeling and reopen in February.

Bradshaw said he can’t say or advertise the brands customers can find — much like other popular discount retailers like T.J. Maxx, Marshall’s and Burlington Coat Factory — but brands like Express, The Limited, Victoria’s Secret and Lane Bryant were among the racks and boxes of men’s and women’s shoes, dresses, shirts, bras and ties when the store was flooded with customers in June.

Mayor Holly Brinda said Thursday that she was happy the retailer planned to open a permanent store in Elyria because it added another shopping destination for residents. She also joked that she loves to shop, too.

Contact Lisa Roberson at 329-7121 or lroberson@chroniclet.com.



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