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The off-price fashion segment is set to outgrow its full-price competitor over the next five years. With industry experts like Kenchen Bharwani closing seven-figure unit procurement deals, it may dominate the industry sooner. Known as a trailblazer within the segment, Kenchen has made a name for herself domestically and internationally for her work within off-price fashion, from supporting female workers in developing countries to identifying new opportunities to repurpose deadstock garments.
As a fashion consultant for Empire Apparel LLC, Kenchen’s work focuses on creating a more accessible and sustainable off-price fashion segment. With the U.S. economy focusing on domestic growth, the segment got a major boost earlier this year when Kenchen spearheaded a landmark procurement deal on behalf of Empire Apparel LLC for 1.2 million units of liquidated merchandise from Hanes Brands Inc.
We sat down to chat with Kenchen about how she closed this watershed deal and where she thinks the off-price fashion segment is going next.
The Acquisition of 1.2 Million Units from Hanes Brands Inc
1.2 million units makes the acquisition by Empire Apparel LLC, led by Kenchen, likely to be one of the largest the off-price fashion sector will see in 2025. What makes this acquisition unique is its diversity, something Kenchen states she focused on securing from day one. Furthermore, the deal’s significance is amplified by the fact that Hanes, known for its selective and strategic partnerships, entrusted Empire Apparel LLC with this major procurement. This not only reinforces the credibility of Kenchen’s leadership but also signals a shift in how major brands engage with the off-price sector.
This acquisition isn’t just for menswear and womenswear, what makes it distinctive for industry watchers is the range of products included. It features on-trend categories guaranteed to sell, like Hanes Sport’s activewear range, alongside products designed to attract new demographics, such as the ‘Just My Size’ (JMS), Hanes plus size-oriented brand. Every product category and brand in the acquisition was hand- selected by Kenchen to enhance profitability and provide new ways to scale the record growth within the segment.
With Kenchen at the center of the acquisition deal, managing product selection and pricing negotiation, she could pre-assign ranges to potential third parties. This insight, only possible through Kenchen’s relationships with discount retailers, strengthened her pricing negotiations to ensure Empire Apparel LLC signed a deal profitable for them and the third-party vendors they would redistribute the products to. Stores involved in the redistribution of goods from the Hanes Brands Inc. acquisition include DD’s Discounts, Gabriel Brothers, Lot Less, Grocery Outlet and Variety Wholesale.
Making Every Dollar Count in Off-Price Fashion
There’s no denying that Kenchen, still in the heyday of her career, has made a major contribution to the off-price fashion segment. This procurement deal is only the latest in a series of major projects in her portfolio that showcase her expertise as a fashion consultant.
Where Kenchen excels is in curating collections and identifying products that align with consumer preferences. This procurement ticked all the boxes, from on-trend activewear to elevated basics and size-inclusive garments. “My goal,” Kenchen states, “is to ensure that our retail partners get an assortment of items that will really resonate with their customer base, boosting their sales and supporting long-term growth. When our retail partners win, we win as well”.
But it isn’t all sunny in the world of off-price fashion. While growth is coming thick and fast, there are plenty of challenges for Kenchen and her team to navigate. Kenchen explains that “what discount retailers are struggling with is getting their hands on high-quality branded merchandise at a price that makes sense for their bottom line and for consumers. We’re all feeling the pinch and consumers want to feel like they’re getting the best deal, both online and in-store.”
Pioneering Sustainability and Accessibility Within USA and Abroad
What makes off-price fashion attractive to consumers, investors, and brands is its accessibility, affordability, and adaptability. Kenchen calls these the ‘The 3 Golden As’ – the guiding principles that are revolutionizing how brands view their surplus stock and how Kenchen approaches any procurement deal.
At its core, off-price fashion isn’t just about making an extra dollar off old stock, it’s about addressing the fashion industry’s existential crisis. Its carbon footprint. Kenchen believes that off-price fashion is the most affordable way to tackle the industry’s ever-growing eco-crisis.
Kenchen sums it up, stating that “we’re not just giving these garments a second life; we’re cutting down on the number of items going to landfill. While sustainable fabrics and more eco-friendly manufacturing are important, off-price fashion provides a more immediate solution – using what we already have.”
The acquisition by Empire Apparel LLC, and Kenchen’s subsequent work on it, shows how the industry is changing. It’s all about curation, using data-driven insights to understand what consumers want. Kenchen is at the forefront of this push for smarter procurement, lining up potential redistributors before signing on the dotted line.
It’s not just sustainability that Kenchen prioritized in the Hanes Brands Inc. acquisition. Accessibility was just as important. Kenchen explains that “consumers are becoming more cost-conscious. It’s not just the price of eggs they’re concerned about. It’s how much they’ll have to spend on a new pair of school shoes for their kid or a winter coat. Off-price fashion is democratizing fashion, giving consumers
access to high-quality garments that will last more than one season at a cost that works for their budget.”
Although this acquisition focused on the U.S. market, it’s worth spotlighting Kenchen’s global profile. Engaging with almost every stage of the supply chain, she’s built relationships globally, mentoring women in developing countries to help them develop new textile skills and supporting local communities through job creation.
Understanding the Challenges of Off-Price Fashion
Every deal is a learning curve. Kenchen is keen to highlight that the Hanes Brand Inc. procurement showcased several challenges she’s seen throughout the off-price segment. Supply chain efficiency is always a priority with bottlenecks and inefficiencies eating into profit margins. While the segment can boost its sustainability credentials, it only works if the products get into the hands of the right consumers.
Bridging market gaps and strengthening profitability are two of the biggest hurdles Kenchen overcame in this procurement deal. Lining up potential redistribution partners to boost sell-through rates by selecting product lines that align with the needs of budget-conscious consumers across different demographics. If there’s one thing we can take away from our interview with Kenchen Bharwani, it’s that the off-price fashion segment’s future looks bright with her at its center.
This procurement deal with Hanes Brands Inc. sets the gold standard for what discount stores can expect to see going forward. Products curated to suit their customers at prices that give them a healthy profit margin, all while supporting sustainability and accessibility to future-proof the industry.
Presented by: APG
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