1. Marshalls launches The Upgrade Lounge at JFK Airport, enhancing travel experience. 2. Pop-up lounge is open to all travelers during Memorial Day weekend. 3. Cost barriers inhibit travelers' access to premium airport services. 4. Lounge features stylish ambiance, beauty products, and amenities. 5. The Upgrade Shop offers curated fashion selections online, boosting Marshalls' visibility.
This initiative emphasizes Marshalls' commitment to customer experience, potentially increasing brand loyalty and sales. Historical examples include improvements in brand perceptions leading to stock price increases post-new service launches.
The upgrade lounge capitalizes on the seasonal travel wave, addressing consumer needs. Its successful execution could lead to increased traffic and sales, vital for stock performance.
The lounge's operation aligns with Memorial Day travel, likely enhancing customer engagement and immediate sales spikes. Events like this tend to have quick visibility, impacting stock value shortly after.
FRAMINGHAM, Mass., May 20, 2025 /PRNewswire/ -- Marshalls (NYSE: TJX) is elevating travel just in time for Memorial Day weekend with the debut of The Upgrade Lounge. Open to travelers from May 21–28, this immersive pop-up lounge delivers a premium airport experience—no first-class ticket required.
Rooted in the belief that everyone deserves access to better—better quality, better experiences, and better value—Marshalls is bringing its mission beyond the store aisles and into the airport. The Upgrade Lounge offers complimentary elevated amenities and premium perks designed to surprise and delight, reflecting the on-trend fashion, top beauty brands, and travel essentials that shoppers discover in-store every day.
And the upgrade doesn't stop at JFK. Marshalls is bringing the season's best fashion and accessories to a shoppable edit curated by TV personality Amanda Batula called The Upgrade Shop, now available on Marshalls.com.
Experience the full interactive Multichannel News Release here: https://www.multivu.com/marshalls/9331251-en-marshalls-launches-upgrade-lounge-at-jfk-airport
Memorial Day weekend often signals the start of the summer travel season, a time when the airport experience can feel hectic or overpriced. In fact, the Transportation Security Administration (TSA) reported over seven million travelers nationwide last year, making it one of the busiest travel weekends of the year. And while small upgrades can make all the difference, they're often out of reach for everyday travelers.
According to a recent survey from Marshalls*, cost is a major barrier for two in three air travelers who want to upgrade their airport experience — especially when it comes to lounge access. In fact, two-thirds of those without lounge privileges say they'd use one if they could. During this week-long pop-up, The Upgrade Lounge by Marshalls answers that need, offering a premium experience that's open to all.
"Marshalls is all about giving everyone access to the good stuff – high-quality, stylish finds at amazing value," said Sonya Cosentini, Vice President of Brand Marketing at Marshalls. "That's what we deliver in our stores and online every day – and this Memorial Day weekend, we're bringing that same philosophy to travel with The Upgrade Lounge. By offering an elevated experience for travelers where they can relax and engage with Marshalls and the premium products we offer."
Queen of summer style, Amanda Batula, is bringing her fashion perspective to both The Upgrade Lounge and The Upgrade Shop. She's lending her travel and style know-how to help curate an unmissable lounge experience and featuring some of her favorite spring/summer fashion and travel must-haves to the shoppable edit on Marshalls.com, bringing the spirit of the lounge to style enthusiasts everywhere.
"I'm so excited to partner with Marshalls to launch The Upgrade Lounge and The Upgrade Shop — both bring together two of my favorite things: travel and standout fashion," said Batula. "Marshalls has always been about making quality and style more accessible, and this pop-up is a fun way to bring that to life in an unexpected way. Whether you're heading out with friends or planning a future trip, The Upgrade Shop is full of my favorite finds to help you feel polished, put-together, and ready for wherever you're going. With The Upgrade Shop, we've made it even easier to find the good stuff."
The Upgrade Lounge by Marshalls opens tomorrow, May 21st through May 28th in JFK's Terminal 4. The lounge will be open each day from 8AM – 12PM and 5PM – 9PM, while the seating area will remain available to the public 24/7, including non-operating hours. Exclusive amenity kits will be available for visitors while supplies last designed to upgrade both current and future journeys. Visit The Upgrade Shop on Marshalls.com to score brand-name finds for summer style all season long.
*Marshalls conducted an online survey March 20th – March 28th, 2025, of 2,000 US adults (18+) who have traveled by commercial air in the past year.
Marshalls is one of the nation's leading off-price family retailers with more than 1,200 stores spanning 48 states, D.C., and Puerto Rico, and online at Marshalls.com. Since opening its first store more than 60 years ago, the Marshalls name has become synonymous with off-price shopping. Marshalls shoppers can find an amazing selection of high-quality, on-trend, brand name and designer merchandise for women, beauty, accessories, footwear, home and more - all at amazing prices. For fashion tips, style alerts, and more, follow us @Marshalls on Instagram and TikTok. Visit Marshalls.com to shop online and locate your nearest store.
Media Contact: info@marshalls.com
SOURCE Marshalls