The newest retailer in Creve Coeur opened Feb. 14 in the Heritage Place shopping center on Olive Boulevard.
Dots is a fashion retailer selling women's clothing and accessories.
The new location at 12551 Olive Blvd. represents the eighth location in the St. Louis area. The retailer has been on an expansion binge over the past year, according to spokesman Alyssa Purvis.
"They've been doing an overall growth plan in the past year," she said. "Last year, they opened over 50 stores. They did a lot of remodeling last year."
Purvis said Dots' niche is in providing affordable clothing that takes its cues from the fashion trends that are current in New York and Europe.
"They really have had a transformation over the past year," she said "They have buyers in New York and Europe, and they're able to tweak those trends and make them affordable for women."
That distinction may be important for the retailer as it strives to set itself apart in the Heritage Place plaza, neighboring discount clothing retailers Marshall's and TJ Maxx.
Barb Nagy, leader of the store-opening team at the chain, told Patch that customers who had signed up for the store's email alerts got the early line on the new store opening.
She said the chain has 420 stores nationwide. Its outlets are heavily weighted in the eastern half of the country and the southwest, particular in Texas.
The Creve Coeur location is the eighth; other stores in the area are located in Overland, St. Charles, South County (two locations), Jennings, Maplewood and Ferguson.