Somerville’s Assembly Row houses a high concentration of very recognizable brands: Aveda, Brooks Brothers, Le Creuset, Reebok.

But one new shop prefers to keep its labels under wraps and promises up to 65 percent off merchandise once customers arrive. That would be the 45,000-square-foot Burlington store, which was slated to open at press time on March 9 on Middlesex Avenue at Assembly Square. It’s the New Jersey chain’s 14th Massachusetts location.

“We’re excited to be part of this urban core, where customers can make a day of it,’’ says Ellen Kuppens, Burlington’s regional vice president.

For the uninitiated, Burlington promises high-quality brand names — they decline to specify which ones — at deep discounts.

“That’s really key and unique. That’s what makes Burlington special. The whole family can find something at these amazing prices. We have a wide variety of products — for women, men, babies, kids,’’ Kuppens says. There’s a Baby Depot gift registry, home goods, furniture, fragrances, shoes, bath supplies, and coats.

“I think what we’re most proud of and pleased about is that we can offer merchandise at prices families can afford,’’ Kuppens says. New products arrive daily.

Burlington is a large chain, but it exercises philanthropy locally. This month, the company will donate home goods and clothes to Somerville nonprofits, focusing on children and elderly in need. They’ve also offered to help a Somerville K-8 school, surprising teachers with $10,000 this week.

Meanwhile, they hope customers will be surprised at their shopping finds while browsing Burlington, too.

“It’s basically a treasure hunt,’’ Kuppens says.

Kara Baskin can be reached at kara.baskin@globe.com.