Ross has been seeking out more brand names for its stores, CEO Jim Conroy said. Paul Weaver/SOPA Images/LightRocket via Getty Images Purses, watches, and other goods from high-end brands are showing up at off-price retailer Ross. The products span brands from Gucci to shoe maker Hoka. Ross has been beefing up its selection of better brands, its CEO said on a recent earnings call. Gucci bags and Hoka running shoes are increasingly appearing in an unlikely place: Ross Dress for Less stores. On TikTok, users have posted videos of sunglasses and watches from luxury brands for sale at Ross stores. One post from late 2025 shows a shopper buying a pair of Gucci sunglasses for just under $200. @haileyonadaily_ Luxury for less: GUCCI sunglasses at Ross 😎🛍️ #haileyonadaily #personalshopper #ross #gucci #designer #luxuryfinds #shopwithme #retailtherapy ♬ LOOK AT THIS - Astro Boyke Jefferies analysts led by Corey Tarlowe wrote in a December 30 research note that high-end goods from brands including Gucci and Valentino were for sale at Ross stores that they visited. At a Ross store in Wisconsin, Business Insider found men's Hoka athletic shoes for $89.99 — about $20 cheaper than prices online. At a store in Washington, DC, there were handbags from brands including Kate Spade and Michael Kors, priced between $79.99 and $119.99. A pair of Hoka shoes for men on a shelf at a Ross store in Wisconsin. Dominick Reuter/BI The finds at Ross are the latest example of how customers are searching for deals. Even as inflationary pressures ease, many shoppers continue to turn to dollar stores and store-brand groceries to save money, as well as find what they perceive as good values. Off-price retailers like Ross and T.J. Maxx source goods that brands and other retailers can't sell, such as last year's clothing lines or surplus inventory. This leads to a constantly changing selection, giving customers a reason to stop by regularly and see what's new. These finds reinforce a "treasure-hunt experience," the analysts wrote, adding that stocking more higher-end goods is likely to draw more customers to the chain. Ross' products span a "good, better, best" range of quality, Jim Conroy, the company's CEO, said on an earnings call in November. For roughly a year, though, Ross has put extra effort into sourcing more name-brand products, Conroy said. Previously, he said, Ross stocked too many goods from lesser-known brands that were more profitable for the retailer. The bulked-up branded selection has helped increase sales of women's apparel and accessories in particular, he said. Ross' third-quarter results beat analysts' expectations in November. The retailer's stock is up about 26% over the year to January 9. "The merchants have been laser-focused on delivering high-quality, branded bargains at compelling values," Conroy said on the call. Other off-price retailers have also seen opportunities to bring in a wider range of products than they have lately. Executives at TJX, the parent company of T.J. Maxx and Marshalls, said last year that trade chaos caused by US tariffs on imports represented an opportunity for the company to stock up on a wider selection of goods than it typically could. Ross' Conroy said in November that there was "exceptional product availability" going into the holiday shopping season, in part due to the trade chaos. That allowed Ross to make its own opportunistic purchases, Conroy said. "The consumer is prioritizing value, and our updated assortment is driving stronger customer engagement," he said. Do you have a story to share about Ross or another major retailer? Contact this reporter at abitter@businessinsider.com. Read the original article on Business Insider