In the heartland of America, where community values blend seamlessly with personal style, one fashion brand has steadily risen to embody the spirit of small-town women everywhere—Maurices. Since its founding in 1931 in Duluth, Minnesota, Maurices has carved a unique niche in the retail fashion world by offering stylish, affordable, and inclusive clothing that speaks directly to the everyday woman. With nearly a century of history, a strong in-store presence, and a rapidly expanding eCommerce platform, Maurices continues to be a brand that understands and champions the needs of its customers.
In this blog post, we’ll explore the full story of Maurices—from its humble beginnings to its current status as a beloved fashion destination. We’ll examine its product lines, core values, commitment to inclusivity, and why it remains a trusted name in women’s fashion.
A Rich History Rooted in Community
Maurices began as a single women’s fashion store in downtown Duluth in 1931, during the Great Depression. Founded by E. Maurice Labovitz, the store aimed to offer affordable yet fashionable clothing to women facing challenging economic times. This vision—of making great style accessible—has remained a guiding principle of the brand for over 90 years.
What set Maurices apart from the beginning was its deep connection to the community. The company understood the unique needs of small-town women and adapted its offerings accordingly. This community-first mentality helped Maurices grow organically throughout the Midwest and eventually across North America.
Today, the brand operates nearly 900 stores across the United States and Canada, with a strong emphasis on small-town locations. This makes Maurices one of the few national chains truly dedicated to serving rural and suburban communities.
The maurices Mission and Brand Values
At its core, Maurices believes that fashion should be fun, easy, and empowering. The brand promotes a philosophy of “feel good fashion”, which means their clothing isn’t just about looking good—it’s about feeling confident and comfortable in your own skin.
Here are some of Maurices’ standout brand values:
- Inclusivity: Offering a wide range of sizes, from 0-24 in most styles.
- Affordability: High-quality products at prices that won’t break the bank.
- Customer-Centric Service: Friendly, knowledgeable staff and a welcoming shopping environment.
- Community Support: Local outreach, charity drives, and women-focused initiatives.
These values are not just part of a mission statement—they are evident in every aspect of the Maurices shopping experience, from store layout and online navigation to clothing tags that feature uplifting messages.
Product Range: Fashion for Every Woman, Every Day
Maurices offers a versatile collection of clothing and accessories that cater to a wide range of ages, body types, and style preferences. Whether you’re shopping for a casual weekend look, workwear essentials, or something comfy for lounging, Maurices has it covered.
Women’s Apparel
The backbone of Maurices is its everyday women’s apparel. The collection includes:
- Tops: From classic tees and tanks to trendy blouses and button-downs.
- Bottoms: Signature denim (more on this below), leggings, skirts, and dress pants.
- Dresses & Jumpsuits: Perfect for both everyday wear and special occasions.
- Outerwear: Lightweight jackets, cardigans, vests, and winter coats.
Denim: A Customer Favorite
One of Maurices’ signature product lines is its denim collection. Customers rave about the comfort, fit, and durability of Maurices jeans. The brand offers multiple fits, washes, and rises, ensuring that every woman can find her perfect pair.
Notable features:
- Stretch technology for added comfort
- Variety of lengths and sizes
- Trendy and classic styles (skinny, straight, flare, bootcut)
Plus Size and Extended Sizes
Maurices is a leader in size inclusivity. Most of their pieces are available in sizes ranging from 0 to 24 (and sometimes even 26), with many styles offered in plus sizes and petite options. Unlike some brands that treat plus-size clothing as an afterthought, Maurices integrates all sizes into the same collections, meaning everyone has access to the same stylish options.
Shoes and Accessories
No outfit is complete without the right finishing touches. Maurices carries:
- Shoes (boots, sandals, sneakers, flats)
- Handbags and totes
- Jewelry and scarves
- Hats, belts, and sunglasses
The accessory collections are updated seasonally, helping customers stay on-trend without overspending.
In an age of fast fashion, global brands, and constant trend turnover, Maurices stands out by staying true to its roots. It’s not about chasing fleeting styles—it’s about offering fashion that fits real lives, real bodies, and real budgets.
Maurices has managed to evolve with the times without losing its core identity. By focusing on inclusivity, community, and genuine customer care, it continues to be a go-to brand for women across North America.
Whether you’re looking for a cute new top, the perfect pair of jeans, or just a confidence boost, Maurices has something for you.
