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Filene’s Basement is Open for Business Online

Filene’s Basement is officially back.

Less than four years after the last of its locations closed its doors for good, the off-price retailer returned Thursday as

“We have over a million products, hundreds of designers and one shopping experience with your name on it,” said a promotional e-mail that went out to newsletter subscribers, offering 15 percent off their first purchases. “We’ve got the brands and prices that will get your endorphins pumping.”

While the physical Filene’s Basement was known for its messy bins chock-full of merchandise, a clean, easy-to-navigate e-commerce (albeit with poor product photos) awaits shoppers online.

Upon entering the site, consumers are invited to create a personalized “style feed” by answering questions related to what they’re interested in. So, the homepage will feature a custom selection of clothes, brands and sale items that gets updated every day.

Categories span men’s, women’s and kids’ clothing and shoes to beauty, home and bridal (the retailer was famous for its annual “Running of the Brides” promotion), while a section called “Style Stories” features shoppable interviews with fashionable folks.

The usual off-price suspects, like Tommy Hilfiger, Calvin Klein and Polo Ralph Lauren, are joined by a healthy mix of contemporary names at up to 70 percent, including jeans from 7 For All Mankind and Cheap Monday, Diane Von Furstenberg footwear and Tom Ford sunglasses.

Founded in Boston in 1909 by Edward Filene as a discount offshoot of his father’s venerable Filene’s department store chain, the Basement was bought out of bankruptcy protection in the spring of 2009 by Syms Corp., a rival off-price retailer, which subsequently went out of business less than two years later.

The remnants of the two discount chains formed Trinity Place Holdings Inc. when they emerged from bankruptcy protection under a plan of reorganization in September 2012.