This could easily be but another benign business development, but Women’s Wear Daily has reported that J.Crew Group Inc. registered the "J.Crew Mercantile" name—which, potentially, the group could use to launch lower-priced standalone stores or products.
"It’s too preliminary to discuss the subject," J.Crew spokeswoman Margot Fooshee unsurprisingly told reporters.
As WWD explained, retail or fashion companies often register extremely broad names that could be applied to a variety of business ventures. In this case, J.Crew trademarked "J.Crew Mercantile" in November for a "variety of categories," including jewelry and travel accessories.
Could a new sister brand be in the works? Only time will tell.