Business

Without advance notice, T.J. Maxx launches its online store

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T.J. Maxx is finally back online.

Eight years after the off-price retailer’s first Internet store fizzled — costing the Framingham company $15 million — its new website went live Tuesday, selling women’s clothing, accessories, shoes, and handbags.

“Last time, the website was kind of an afterthought,” said Jennifer Davis, a senior retail analyst with Lazard Capital Markets. “They didn’t put the A-team they have now working on the site. This is a much more legitimate effort.”

But for all the company has at stake with Tjmaxx.com, the online store made a low-key debut, without any fanfare. Parent company TJX Cos., which has been working on the project for two years, previously said the site would be up by late fall. T.J. Maxx officials declined to provide any details prior to the site’s launch.

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