Stein Mart

Stein Mart's August 2020 bankruptcy ended 112 years of discount retail. The Jacksonville-based chain operated 281 stores targeting middle-aged women seeking deals on department store brands. COVID accelerated what was already underway: customers shopping online, brands going direct-to-consumer, and off-price competition from TJX. Stein Mart's customer base was particularly COVID-vulnerable - older shoppers avoided stores entirely. The company liquidated all locations, demonstrating how demographic targeting can become demographic liability.