Limited Too is resurrected

The Limited Too brand was recently purchased by Bluestar Alliance and will soon be revived both in-store and online.

The tween girl retail brand originally launched in 1987 as part of Limited, owned by Sun Capital Partners, Columbus Dispatch reported. Limited Too was once part of L Brands, a name change given to Limited Brands in 2013, and then was spun out to Tween Brands. Then, in 2008, Tween Brands dropped the Limited Too name and renamed the store Justice.

New owner Bluestar Alliance, founded in 2007, carries a portfolio of apparel brands including Kensie and Nanette Lepore.

The new brand will be sold in department stores, shops-within-ships and stand-alone retail locations.

The Limited Too brand returns to retail during a tough economic time for many tween retailers including Abercrombie & Fitch, which has been struggling to gain a piece of the market share as fast-fashion retailers such as Forever 21, Zara and H&M gain a larger portion.

For more:
-See this Columbus Dispatch article

Related stories:
The Limited launches in-store pickup
Limited Brands makes emergency name change to L Brands
Former Limited Brands CIO Tom Keiser Named New GAP CIO
Thermal Customer Counts Get Cold Shoulder From The Limited's CIO
The Limited bets on outlet malls to combat 'mall showrooming'

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