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J.Crew is opening more factory stores — but is attempting to disguise the move by creating a third retail brand: J.Crew Mercantile.

The struggling retailer, which has made a series of fashion and management missteps this year, resulting in 175 layoffs at its New York City headquarters, will try to lure back customers with discounted merchandise under the Mercantile nameplate.

The first of these spots will open in a 7,000-square-foot space in Dallas. The company did not say how many Mercantile stores it planned to open.

J.Crew Mercantile, the clothing line available exclusively in its factory stores, allows the chain to expand into strip malls and other value-type shopping centers, a source said.

The existing 142 J.Crew Factory outlet stores will not be renamed.

Article originally appeared on NYPOST.com