Margot Fooshee

J.Crew, the retail chain that's said to be planning an initial public offering for later this year, has created a brand called "J.Crew Mercantile," potentially giving it a fresh store concept to boost sales. The company filed an application on Nov. 25 to trademark the phrase for selling clothing and accessories, both online and in stores, according to a filing with the U.S. Patent and Trademark Office. J.Crew plans to use the name to create a chain for budget shoppers, The Wall Street Journal reported yesterday, citing people familiar with the situation.