It's "Rugged" all right, but you don't have to dig that much in here. Their racks make it easy to quickly see what they have... sometimes you can REALLY find a heck of a deal on designer wear! I hit up the sports bras (they have Champion and Reebok most of the time, in my size!), as well as pajamas and cardigans. Quick turnover of merchandise... but they carry great brands (Polo, Ann Taylor, Ralph Lauren, Calvin Klein, Express, Nautica, NY&Co, etc). Great prices!! Store can be dirty though... but the associates are usually very helpful.