The Cato Corporation caters to fashion-minded Southerners on a budget. The retailer operates more than 1,300 apparel stores in 30-plus states (primarily in the Southeast) under the names Cato, Cato Plus, Versona, It's Fashion, and It's Fashion Metro. Its mostly private-label merchandise includes misses', juniors', girls', and plus-sized casualwear, career clothing, coats, shoes, and accessories geared to low- and middle-income customers, mostly females aged 18 to 50. Cato's stores are typically located in shopping centers anchored by a Wal-Mart store or another major discounter or supermarket. Founded in 1946, the company is led by chairman John Cato, the third generation of Catos in the family business.