What is the name of J.Crew's lower-priced label launched in 2016?

J.Crew’s lower-priced label was called J.Crew Mercantile.

Mercantile was created to offer J.Crew-style clothing at more accessible prices, extending the company’s reach toward shoppers who might otherwise choose discount or mass-market retailers. Its merchandise was positioned as value-driven rather than as the full-price main J.Crew assortment.

The date can cause confusion. J.Crew announced and began launching Mercantile stores in 2015, while the label continued expanding during 2016. Thus, although the question’s year points to the expansion period, J.Crew Mercantile remains the single canonical answer to the name question.

Mercantile was also easy to confuse with J.Crew Factory. Factory was the company’s established outlet-oriented business, while Mercantile was introduced as a separate lower-priced retail concept. J.Crew later reduced its emphasis on Mercantile and returned greater focus to the Factory name.