• by Sarah Mahoney  @mahoney_sarah, March 6, 2019

Off-price retailer T.J.Maxx, already one of the best-performing women’s retail brands, is introducing #Maxximizing, an interactive game based on pop-up collections around the country.

The retailer has teamed up with five people it’s deemed tastemakers, curating six different themed collections.

Those pods are popping up in locations around New York and Los Angeles as well as online, giving shoppers the chance to guess the total value of items. The game is tricky, since selections mirror T.J. Maxx’s usual discounts of anywhere from 20% to 60% less than full-price department stores.

Players post a picture with their guesses to Instagram for the chance to win everything shown in the pod, or an equivalent gift card.

Collections are “Maxximize Your 'Me Time'” in Los Angeles, put together by Myleik Teele, founder of curlBOX (shown in photo above); “Maxximize Your Style,” with separate Los Angeles and New York versions, assembled by actress Hannah Simone; “Maxximize Your Vacay,” by lifestyle blogger Rachel Choy; “Maxximize Like a Boss,” by Alli Webb, founder of Drybar, and “Maxximize Your HQ,” a collection from Jeremiah Brent, interior designer and TV personality.

The contest builds on the brand’s positioning as a favorite place to hunt for fashion treasures, which continues to resonate with shoppers.

Last week, more stellar financial results from parent The TJX Companies shows just how appealing that positioning is, with sales and profits barreling past industry expectations.

For the fourth quarter, the Framingham, Mass.-based holding company says rising traffic drove a 6% gain in comparable-store sales growth, with total revenues advancing 2% to $11.1 billion. Net income slipped to $842 million, from $877.2 million in the year-ago period, but rose significantly for the full fiscal year, to $3.06 billion, up from $2.61 billion in the year earlier.

Besides T.J. Maxx, TJX also owns Marshalls and Home Goods.