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Company > Burlington Stores Inc: Business Model, SWOT Analysis, and Competitors 2024

Burlington Stores Inc: Business Model, SWOT Analysis, and Competitors 2024

Published: Jan 28, 2024

Inside This Article


    Burlington Stores Inc, a prominent player in the off-price retail sector, continues to shape the retail landscape in 2024. This blog post delves into the intricacies of Burlington's business model, highlighting its strategic approach to offering high-quality, branded merchandise at significant discounts. Furthermore, we'll explore a comprehensive SWOT analysis, assessing Burlington's strengths, weaknesses, opportunities, and threats in the current market. Additionally, we will compare Burlington with its main competitors, shedding light on how it stands out in the fiercely competitive retail industry. Join us as we dissect the factors contributing to Burlington Stores Inc's success and the challenges it faces moving forward.

    What You Will Learn

    • Ownership and Vision: Discover who owns Burlington Stores Inc and the guiding principles and mission statement that drive the company forward.
    • Economic Foundation: Gain insights into the unique business model of Burlington Stores Inc, including how they generate revenue and a detailed exploration of their Business Model Canvas.
    • Market Position and Strategy: Understand Burlington Stores Inc's place within the retail sector by learning about its main competitors and an in-depth SWOT analysis to grasp its strengths, weaknesses, opportunities, and threats in the market.

    Who owns Burlington Stores Inc?

    Burlington Stores Inc., a recognized name in the retail sector, operates a chain of off-price department stores offering a wide selection of high-quality, brand-name merchandise at prices generally below those found in specialty and department stores, catalogs, and online retailers. Understanding the ownership structure of such a significant player in the retail industry can provide insights into its strategic direction, financial health, and overall market position.

    Who Owns Burlington Stores Inc?

    Ownership of Burlington Stores Inc. (NYSE: BURL) is a mix of individual stakeholders, institutional investors, and public shareholders. This diverse ownership structure is typical for publicly traded companies and reflects a broad base of confidence in the company's management and growth potential.

    Institutional Investors play a significant role in the ownership of Burlington Stores Inc. These entities, including mutual funds, pension funds, and insurance companies, invest large sums of money on behalf of their clients or members, aiming for strategic, long-term gains. Their involvement is a vote of confidence in the company's leadership and future prospects. Leading institutional investors in Burlington Stores include well-known names in the investment world, such as Vanguard Group Inc. and BlackRock Inc., among others. These major players often influence the company's strategic decisions due to their significant shareholdings.

    Individual Stakeholders in Burlington Stores Inc. include members of the company's leadership like current and former executives and board members. Their personal investment in the company is often seen as a testament to their belief in the company's success and governance. Among these individuals, the CEO, CFO, and other executives hold notable but smaller portions of the company's equity compared to institutional investors. Their stakes represent not just a financial investment but also their commitment to the company's growth and stability.

    Public Shareholders comprise the rest of the ownership, with shares traded on the New York Stock Exchange. Anyone who buys stock in Burlington Stores becomes a part-owner, albeit on a much smaller scale compared to institutional or individual stakeholders. This democratization of ownership allows retail investors to partake in the company's success. The fluctuating share price reflects the market's confidence in Burlington Stores' performance and potential.

    In summary, Burlington Stores Inc. is owned by a combination of institutional investors, individual stakeholders within the company, and public shareholders. This blend of ownership reflects both a deep-seated confidence in the company's direction and a broad-based support for its continued growth in the competitive retail market. Understanding this mix is crucial for anyone looking to invest in the company or analyze its market position.

    What is the mission statement of Burlington Stores Inc?

    Burlington Stores Inc., a recognized leader in the off-price retail sector, has articulated a mission that reflects its core business philosophy and strategic objectives. This mission statement is not just a set of words but a guiding principle for the company's operations, decisions, and growth trajectory. It encapsulates the essence of what Burlington aims to achieve in the marketplace and how it wants to be perceived by customers, employees, and stakeholders.

    Mission Statement of Burlington Stores Inc.

    The mission statement of Burlington Stores Inc. is "to deliver great value to our customers every day." This concise yet powerful statement highlights the company's commitment to providing high-quality merchandise at significantly lower prices than those of their competitors. It embodies the essence of the off-price retail model, where the focus is on offering brand-name goods at a fraction of the original retail price.

    Breaking Down the Mission Statement

    1. Deliver Great Value: At the heart of Burlington's mission is the promise of value. This isn't limited to low prices alone; it encompasses the quality of products, the variety of selections available, and the shopping experience. Burlington strives to ensure that customers feel they are getting more for their money in every aspect of their shopping journey.

    2. To Our Customers: Burlington places customers at the center of its mission. This customer-centric approach is pivotal in shaping the company's buying strategies, store layouts, and service standards. By prioritizing customer satisfaction, Burlington aims to build loyalty and repeat business, which is crucial for success in the competitive retail landscape.

    3. Every Day: The inclusion of "every day" in the mission statement underscores Burlington's commitment to consistency. It's a promise that customers can expect great value any time they visit a Burlington store. This aspect of the mission speaks to the reliability and steadiness of the Burlington shopping experience.


    The mission statement of Burlington Stores Inc. succinctly captures the company's dedication to value, customer focus, and consistency. It serves as a north star, guiding the company's strategies, operations, and culture. By living up to this mission, Burlington continues to solidify its position as a beloved destination for savvy shoppers looking for quality, style, and value.

    How does Burlington Stores Inc make money?

    How does Burlington Stores Inc make money?

    Burlington Stores Inc., widely recognized for its expansive chain of off-price department stores, has carved a niche in the retail sector by offering a diverse range of high-quality, branded apparel and merchandise at prices significantly lower than those of traditional department stores. The company's revenue generation strategy is multifaceted, focusing primarily on the off-price model, which is designed to attract a broad demographic of value-conscious shoppers. Here's a closer look at how Burlington Stores Inc. makes money:

    Off-Price Retail Model

    At the core of Burlington's success is its off-price retail model. Unlike conventional retailers that purchase inventory based on seasonal forecasts, Burlington capitalizes on the overproduction and excess inventory of brand-name goods. The company buys these products at a substantial discount, allowing it to sell them to consumers at prices 20-60% lower than those of traditional retailers. This model not only drives traffic to Burlington's stores but also encourages repeat business as shoppers return in search of new bargains.

    Wide Range of Merchandise

    Burlington Stores Inc. offers a diversified portfolio of merchandise, including women's ready-to-wear apparel, menswear, youth apparel, baby products, footwear, accessories, home décor, and gifts. By catering to a wide audience and regularly updating its inventory, Burlington ensures that its stores remain attractive destinations for a broad spectrum of customers. This variety not only enhances the shopping experience but also maximizes revenue opportunities across different product categories.

    Real Estate Strategy

    A key component of Burlington's revenue strategy is its judicious selection of store locations. The company typically situates its stores in high-traffic areas such as shopping malls, plazas, and standalone locations that are easily accessible. By being strategic about where stores are located, Burlington maximizes foot traffic and, by extension, sales. Moreover, the company often opts for "no-frills" store layouts, which helps keep operational costs low and prices competitive.

    Inventory Management

    Efficient inventory management plays a pivotal role in Burlington's ability to make money. The company employs a sophisticated buying process that allows it to respond quickly to market trends and customer demand. By maintaining a flexible supply chain and leveraging strong relationships with vendors, Burlington can rapidly refresh its merchandise assortment, ensuring that customers always have access to new and exciting products. This agility not only helps in clearing out unsold inventory but also in maintaining the allure of the "treasure hunt" shopping experience that many bargain hunters love.

    E-Commerce and Digital Expansion

    Recognizing the importance of the digital frontier, Burlington has been expanding its online presence. Although its e-commerce platform is not as extensive as those of some competitors, the company has been leveraging digital channels to enhance brand awareness, engage with customers, and drive traffic to its physical stores. Through targeted online marketing campaigns and a growing social media presence, Burlington is capturing the attention of a wider audience, thereby bolstering its revenue streams.

    In conclusion, Burlington Stores Inc. makes money through a combination of its off-price retail model, a wide range of merchandise, strategic real estate decisions, efficient inventory management, and an expanding digital footprint. By sticking to its core principles of offering high-quality, branded merchandise at low prices, Burlington continues to thrive in the competitive retail landscape.

    Burlington Stores Inc Business Model Canvas Explained

    Burlington Stores Inc., commonly known simply as Burlington, is a national off-price department store retailer known for offering high-quality merchandise at significantly lower prices than those of their competitors. To understand how Burlington maintains its competitive edge and continues to thrive in the retail market, it's beneficial to break down its operations using the Business Model Canvas framework. This framework gives us a comprehensive view of Burlington's key business strategies across nine essential areas.

    Customer Segments

    Burlington targets a wide range of customers, primarily focusing on value-conscious shoppers looking for discounted brand-name and designer merchandise. Their customer base includes individuals and families across various income levels, particularly those interested in apparel, accessories, home goods, and baby products at affordable prices.

    Value Propositions

    Burlington's main value proposition lies in its ability to offer a broad assortment of high-quality, designer and brand-name merchandise at 60-70% off department store prices. Their treasure-hunt shopping experience, where new items are constantly being added to the inventory, also adds unique value, encouraging frequent visits by customers.


    Burlington operates through a network of brick-and-mortar stores located across the United States. As of my last update, they do not have a significant online retail presence, focusing instead on the in-store experience. This strategy emphasizes the tactile, spontaneous, and discovery-based nature of shopping at Burlington, differentiating it from competitors with robust online platforms.

    Customer Relationships

    Burlington builds customer relationships through personalized customer service in stores, offering a welcoming and helpful shopping environment. They also engage customers through traditional and digital marketing campaigns, social media, and loyalty programs designed to incentivize repeat visits and foster a sense of community among shoppers.

    Revenue Streams

    The primary revenue stream for Burlington comes from the sale of merchandise. With their off-price model, they're able to attract customers looking for quality products at lower prices, driving sales volumes. Seasonal promotions and special deals also contribute to their revenue, attracting customers looking for discounts on top of already reduced prices.

    Key Resources

    Burlington's key resources include their extensive network of stores, strategically located to reach a wide demographic of customers. Their relationships with suppliers and brands allow them to stock high-quality merchandise at reduced costs. Additionally, their workforce, including sales staff and management teams, plays a crucial role in the customer experience and operational efficiency.

    Key Activities

    Key activities for Burlington involve inventory management, ensuring a constantly refreshed stock to maintain the treasure-hunt experience. They also focus heavily on store operations, marketing and promotion strategies, and developing relationships with suppliers to secure the best possible prices for their merchandise.

    Key Partnerships

    Burlington's key partnerships primarily include suppliers and brands from whom they purchase overstocked, out-of-season, or otherwise discounted merchandise. They also partner with logistics and transportation companies to manage inventory distribution across their store network efficiently.

    Cost Structure

    The cost structure at Burlington is characterized by the direct costs associated with purchasing merchandise, operating retail locations (rent, utilities, employee salaries), and logistics. They manage costs carefully to maintain their low-price value proposition, negotiating favorable terms with suppliers and optimizing store operations for efficiency.

    By analyzing Burlington Stores Inc. through the Business Model Canvas, it's clear that their emphasis on offering high-quality, branded merchandise at significant discounts, coupled with a unique shopping experience, positions them well in the competitive retail landscape. Their focus on in-store customer interaction and efficient operations allows them to maintain a loyal customer base and adapt to market changes effectively.

    Which companies are the competitors of Burlington Stores Inc?

    Burlington Stores Inc., commonly known as Burlington, is a national off-price department store retailer in the United States and Puerto Rico. The company operates under the motto of offering high-quality merchandise at low prices. However, Burlington does not stand alone in the competitive landscape of discount retailing. Several notable companies are in direct competition with Burlington, vying for the same customer base that seeks designer brands and fashionable merchandise at discounted prices. Here, we delve into some of Burlington's main competitors, highlighting their unique selling propositions and market presence.

    TJX Companies

    The TJX Companies, Inc. is perhaps one of Burlington's most formidable competitors. Operating several off-price retail chains, including T.J. Maxx, Marshalls, HomeGoods, and Sierra in the United States, as well as international counterparts like TK Maxx in Europe, TJX has successfully capitalized on the growing consumer appetite for high-quality, designer merchandise at reduced prices. With a vast global footprint and a diverse range of products spanning fashion, home decor, and beauty, TJX Companies poses a significant challenge to Burlington in terms of market share and customer loyalty.

    Ross Stores

    Ross Stores, Inc., operating under the brand names Ross Dress for Less and dd's DISCOUNTS, is another key player in the off-price retail sector. Known for its slogan, "Dress for Less," Ross focuses on offering department store and specialty store brands at prices 20% to 60% below regular retail. With a strong presence across the United States, Ross Stores targets value-conscious shoppers, directly competing with Burlington in the apparel and home fashion segments.


    Kohl's Corporation, while not an off-price retailer in the traditional sense, competes with Burlington through its strong value proposition and emphasis on discounts and promotions. Kohl's offers a wide range of products, including clothing, footwear, bedding, furniture, jewelry, and beauty products, often at discounted prices through various sales and loyalty programs. Its strategy of partnering with high-profile designers and brands to offer exclusive lines at affordable prices positions Kohl's as a competitor to Burlington, especially among consumers looking for brand-name merchandise at lower costs.

    Big Lots

    Big Lots, Inc. is a unique competitor to Burlington, focusing on closeouts and overstock merchandise. With a broad assortment of products, including furniture, seasonal items, home decor, electronics, toys, and groceries, Big Lots appeals to a wide customer base looking for bargain prices. While not a direct competitor in the apparel sector, Big Lots competes with Burlington in the home goods and general merchandise categories, offering deep discounts on a variety of products.

    In conclusion, Burlington Stores Inc. operates in a highly competitive off-price retail market, contending with a variety of retailers that specialize in discount and closeout merchandise. Each competitor brings its unique strengths and market strategies to the table, from TJX's global brand presence and Ross Stores' focus on apparel to Kohl's promotional strategies and Big Lots' assortment of general merchandise. Despite these challenges, Burlington continues to thrive by adhering to its core principle of offering high-quality products at low prices, ensuring its place in the competitive retail landscape.

    Burlington Stores Inc SWOT Analysis


    • Robust Business Model: Burlington Stores Inc operates a successful off-price retail model, offering a wide variety of high-quality, branded merchandise at significant discounts compared to traditional retail prices. This business model is particularly appealing during economic downturns, attracting cost-conscious consumers looking for value deals.
    • Expansive Store Network: With hundreds of stores across the United States, Burlington has a strong physical presence. This extensive network facilitates brand visibility, accessibility for consumers, and efficient distribution of merchandise.
    • Diverse Product Range: The company offers a broad assortment of products, including apparel, accessories, home goods, and baby products. This diversity not only attracts a wide customer base but also mitigates risks associated with demand fluctuations in any single product category.
    • Effective Inventory Management: Burlington employs a savvy buying strategy, purchasing merchandise opportunistically from manufacturers at a discount. This approach allows for fresh and appealing inventory that drives customer traffic while maintaining healthy profit margins.


    • Limited Online Presence: Compared to some of its competitors, Burlington has been relatively slow in developing a robust e-commerce platform. In today's digital age, where online shopping is increasingly becoming the norm, this could limit potential sales and growth opportunities.
    • Dependence on the U.S. Market: With all of its stores located in the United States, Burlington is highly dependent on the economic and retail environment within the country. This concentration increases vulnerability to regional economic downturns and limits global expansion potential.
    • Operational Inefficiencies: Despite having a large store network, Burlington faces challenges in optimizing operational efficiency. Issues such as supply chain disruptions, inconsistent store layouts, and inventory management can affect overall profitability and customer satisfaction.


    • E-commerce Expansion: Investing in and expanding its online shopping platform presents a significant opportunity for Burlington. This could not only increase sales but also enhance the shopping experience through convenience, broader product availability, and personalized marketing.
    • Store Expansion: Burlington has room to grow its physical footprint, both in underpenetrated markets within the United States and potentially abroad. New store openings in strategic locations can drive revenue growth and increase market share.
    • Sustainability Initiatives: There is a growing consumer demand for sustainable and ethically sourced products. Burlington can seize this opportunity by introducing more eco-friendly products and practices, potentially attracting a new segment of environmentally conscious customers.


    • Economic Fluctuations: Being a discount retailer, Burlington's performance is sensitive to economic conditions. While economic downturns can drive traffic to discount stores, severe recessions can also severely impact consumer spending power and confidence.
    • Intense Competition: The off-price retail sector is highly competitive, with several major players vying for market share. Burlington faces competition from other discount retailers, traditional department stores expanding into off-price formats, and online discounters.
    • Supply Chain Disruptions: Global supply chain issues, such as those caused by the COVID-19 pandemic, pose a significant threat. Disruptions can lead to inventory shortages, delayed merchandise deliveries, and increased costs, impacting profitability and customer satisfaction.

    Key Takeaways

    • Ownership and Corporate Mission: Burlington Stores Inc. is a publicly traded company, with ownership distributed among various shareholders, including institutional and retail investors. Its mission emphasizes offering customers high-value products at significantly reduced prices, focusing on a pleasant shopping experience and community support.

    • Revenue Generation: Burlington Stores Inc. generates revenue primarily through the sale of discounted brand-name and designer merchandise, including clothing, footwear, accessories, home goods, and more. Their buying team strategically sources these products, allowing them to sell at up to 60-70% off department store prices.

    • Business Model Insights: The Business Model Canvas for Burlington Stores Inc. highlights their value proposition of providing high-quality, branded goods at low prices, through a cost-efficient sourcing and distribution strategy. Their key partners include suppliers and landlords, while key resources are their extensive store network and supply chain capabilities.

    • Competitive Landscape: Burlington competes with other off-price retailers such as TJX Companies (operating T.J. Maxx, Marshalls) and Ross Stores. These competitors share a similar business model, focusing on discounted apparel and home goods, but differentiation lies in geographic presence, brand partnerships, and customer experience.

    • SWOT Analysis Synopsis: Strengths include Burlington Stores Inc.'s efficient supply chain and strong brand recognition. Weaknesses may involve reliance on the volatile retail market and competition for brand deals. Opportunities exist in e-commerce expansion and international market penetration, while threats include economic downturns affecting consumer spending and intense competition within the off-price retail sector.


    In conclusion, Burlington Stores Inc. stands as a notable player in the retail sector, with its ownership structure being publicly traded, allowing investors and shareholders to have a stake in its success. The company's mission statement, focusing on delivering great value to its customers through an extensive selection of high-quality, brand-name merchandise at everyday low prices, underscores its commitment to affordability and quality. This mission is achieved through a strategic business model that emphasizes cost-effective sourcing, inventory management, and a broad geographical footprint.

    Burlington Stores Inc. generates revenue through its retail operations, which span across numerous stores in the United States. Its business model, as explained through the Business Model Canvas, highlights key partners, activities, resources, value propositions, customer relationships, channels, customer segments, cost structure, and revenue streams, offering insight into its operational effectiveness and strategic focus areas.

    The retail landscape is competitive, with Burlington Stores Inc. facing stiff competition from other discount and department store chains. Competitors like TJX Companies (owner of T.J. Maxx and Marshalls), Ross Stores, and Kohl's are just a few names that vie for the same customer base, emphasizing the importance of Burlington's value proposition and differentiation strategies.

    A SWOT analysis of Burlington Stores Inc. reveals a business that leverages its strengths, such as a strong brand and efficient supply chain, to capitalize on opportunities like expanding its digital footprint and store network. However, it must also navigate challenges presented by intense competition and market fluctuations, while being mindful of weaknesses like reliance on the U.S. market.

    Overall, Burlington Stores Inc. showcases a robust approach to retail, balancing strategic growth initiatives with operational efficiencies to maintain its position in a competitive landscape. Its focus on customer value, alongside a keen understanding of its business model and competitive environment, positions Burlington for continued success in the evolving retail sector.


    What are the strengths of Burlington?

    1. Strong economy: Burlington has a diverse economy with a mix of industries such as technology, healthcare, education, and retail. This has helped the city maintain a strong economy with low unemployment rates and a high standard of living.

    2. Quality of life: Burlington consistently ranks high in quality of life surveys due to its excellent schools, healthcare facilities, recreational opportunities, and overall safety.

    3. Location: Burlington's proximity to major metropolitan areas like Boston and the scenic beauty of Lake Champlain make it an attractive place to live and work.

    4. Education: Burlington is home to the University of Vermont and several other colleges and universities, providing residents with access to quality higher education options.

    5. Sustainability: Burlington has made significant strides in sustainability, with a focus on renewable energy, green building practices, and environmental conservation efforts. The city was the first in the U.S. to source 100% of its energy from renewable sources.

    6. Cultural amenities: Burlington offers a vibrant arts and cultural scene, with numerous museums, galleries, theaters, and music venues that cater to a wide range of interests.

    What is a SWOT analysis for a store?

    A SWOT analysis for a store involves evaluating its Strengths, Weaknesses, Opportunities, and Threats.


    • Strong brand reputation
    • Prime location
    • Diverse product offerings
    • Loyal customer base
    • Knowledgeable and friendly staff


    • Limited marketing budget
    • Outdated technology systems
    • High employee turnover
    • Lack of online presence
    • Inconsistent inventory management


    • Expansion into new markets
    • Launching an e-commerce website
    • Collaborating with local businesses for promotions
    • Introducing new product lines
    • Offering loyalty programs to retain customers


    • Competition from online retailers
    • Economic downturn
    • Changing consumer preferences
    • Rising costs of goods
    • Negative reviews or customer feedback on social media

    By conducting a SWOT analysis, a store can identify areas for improvement, capitalize on its strengths, and mitigate potential threats to ensure long-term success.

    What is the competitive advantage of Burlington stores?

    Burlington Stores' competitive advantage lies in several key factors:

    1. Off-price retail model: Burlington offers brand-name merchandise at significantly discounted prices, allowing customers to find high-quality products at lower costs compared to traditional department stores.

    2. Diverse merchandise assortment: Burlington carries a wide range of products across categories such as apparel, accessories, home goods, and more, providing customers with a one-stop shopping experience.

    3. Strategic store locations: Burlington has a strong presence in both urban and suburban areas, making it convenient for customers to access their stores and shop for discounted products.

    4. Efficient inventory management: Burlington's inventory turnover rate is high, allowing them to quickly rotate merchandise and offer new products to customers regularly.

    5. Strong customer loyalty: Burlington has built a loyal customer base through its value-driven proposition, quality products, and excellent customer service, leading to repeat business and positive word-of-mouth referrals.

    What is Burlington's target market?

    Burlington's target market includes budget-conscious consumers who are looking for affordable yet stylish clothing and home goods. They cater to a wide range of demographics, including families, young adults, and seniors looking for good value and quality products. Burlington also appeals to shoppers who enjoy the thrill of finding deals and discounts on brand name items.

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