The big question on everyone’s mind with today’s grand opening of the first of three T.J. Maxx stores on Oahu: Just what are the alleged "designer brands" the retailer touts without ever naming names?

T.J. Maxx spokeswoman Holly Taylor said she got a hint about the excitement brewing when she checked into her hotel and the whole front desk gathered around to grill her when they found out she works for the company.

"They started naming all these brands, and I said I can’t talk about it, but it’s what you’re looking for, from designers to what’s on trend," she said.

I was allowed a first peek on the store floor Tuesday morning on the condition I don’t mention individual brands. Let’s just say I have my eye on a luxury handbag and a dress from a phenomenal collaboration-focused New York-based brand. Even so, the mix is quite random, and merchandise is expected to turn over quickly, so you never know what you’ll find.

All the secrecy enables the retailer to offer current-season items at a 20 to 60 percent discount as well as carry a handful of coveted luxury brands that don’t want to be associated with such discounting.

T.J. Maxx is not limited to the low-end consumer. Some luxury goods in the store are priced at more than $400, and Taylor said the company considers every department and specialty store to be its competition.

The Honolulu opening marks T.J. Maxx’s 1,001st store and is one of only 56 featuring The Runway, a showcase for American and European luxury handbags and apparel.

"Honolulu’s a great fashion market, so we’re really excited to be here. We were looking for a way to bring the right mix of product for Hawaii customers," Taylor said.

In addition to apparel for men, women and children, there are jewelry, accessories, luggage, beauty products, fragrances, kitchen and housewares. With summer on its way, what’s in stock now is an array of lightweight summer separates, tank-style dresses and tops, shorts and workout wear. The mix is constantly changing, with 10,000 items delivered to each store weekly.

"That’s three to four truckloads," Taylor said. "We don’t do sales or coupons because everything sells through."

A recent store opening in Washington, D.C., drew an early morning line of 700, and Taylor was anticipating a crowd of 1,000 at this morning’s opening, where happy shoppers had the opportunity to be photographed with their finds on their way out the door to share on their social media networks. This will be repeated at the Pearlridge store opening.

Although Taylor said she’s not sure whether the spate of store openings nationwide has quickened in light of the weakened economy, there’s no doubt shoppers are looking for value, "so they get us."

"Wayfinder" signs announcing brand names make it easy for fast shoppers to locate most-wanted brands quickly, although Taylor said she takes a more languid approach to shopping.

"I shop like I’m in a grocery store. I’ll go all around the rim before making my way to the infield. I still get excited even after working for the company for nine years. Part of the experience is the treasure hunt. You never know what you’re going to find."