Rainbow Shops

Rainbow Shops is an established American retailer specializing in affordable women’s and children’s fashion. The company was founded in 1935 in New York City, beginning as a single store and gradually building a presence that reached over 100 locations by the 1970s—a notable milestone reflecting decades of steady growth. As of November 2025, Rainbow Shops operates approximately 1,000 stores throughout 37 states, Puerto Rico, and the U.S. Virgin Islands. The brand is privately owned by the Cheheb family under Rainbow USA Inc.

Over the past five years, Rainbow Shops has continued to expand its footprint, with new stores opening in both urban and suburban markets. The company’s approach favors high-density retail corridors and value-oriented shopping centers, and it has shown flexibility in store formats, operating both inline and freestanding locations. Recent expansion efforts have focused on the Southeast, Midwest, and select West Coast markets, with priority growth cities including Atlanta, Houston, Chicago, Los Angeles, Miami, and Dallas.

Rainbow Shops offers a broad assortment of women’s apparel, plus sizes, shoes, accessories, and children’s clothing. The merchandise mix is updated frequently to reflect current trends and maintain a fast-fashion appeal. The company has also invested in its digital presence, leveraging its website and social media channels to engage customers and support its physical stores.

For landlords, brokers, and developers, Rainbow Shops stands out for its scale, consistent expansion, and adaptable store concepts. The brand’s value positioning and ability to attract diverse shoppers make it a reliable anchor or co-tenant in a variety of retail environments. Its ongoing growth posture and openness to different site configurations reflect a willingness to evolve with changing consumer preferences and retail landscapes.