Marshalls is going online.

In a call with investors on Wednesday, the CEO of The TJX Companies, the parent of TJ Maxx, Marshalls, and Home Goods, announced that the company planned to launch an online platform for Marshalls later this year.

CEO Ernie Herrman said the company aimed to prevent cannibalization of sales by keeping the assortment online and at its brick-and-mortar stores as different as possible.

“We look at it as complementary,” he said of the two platforms and compared it to TJ Maxx, which went online in 2013 and offers a different assortment on the two channels.

“We have learned a lot from TJMaxx.com,” Herrman said, adding that an online platform had helped to build customer awareness and led to more trips to stores. “We really believe it drives incremental store traffic,” he said, adding “it is going to encourage cross-shopping.”

TJX did not immediately respond to Business Insider’s request for further comment.

Analysts say that off-price retailers have been able to stave off the threat of e-commerce and taken a more relaxed approach because they offer a treasure-hunt shopping experience, which is difficult to replicate online.

TJX reported its 23rd consecutive year of growth on Wednesday. Same-store sales were up 6% overall during fiscal 2019, and 7% at Marmaxx, which includes TJ Maxx and Marshalls. The company also announced that it would be opening 60 Marmaxx stores in the coming year.

This post originally appeared on Business Insider.

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