Recap Livestream: Ross Dress for Less – The Treasure Hunt Strategy

Ross Dress for Less doesn’t play by the same rules as other retailers. While much of the industry is pouring billions into e-commerce, Ross has made a deliberate choice: no website, no online sales. Instead, it bets on the thrill of the in-store treasure hunt — a model built on scarcity, surprise, and the psychology of “buy it now or it’s gone.”

During the livestream, we raised some of the most intriguing questions:

How does Ross keep expanding — with over 2,200 stores and nearly 90 more opening in 2025 — while many retailers are shrinking?