Do you remember Limited Too?
Limited Too was created by The Limited, Inc. in 1987 as an infant, toddler, and younger girls’ version of The Limited selling products similar to their adult-oriented brand. From 1987 to 1995, the number of stores increased from two to 288 different retail locations. In 1996, a new senior management team refocused Limited Too into a preteen girl’s fashion store. In 1999, Limited Too, Inc. spun off to establish a strong and independent brand identity.
From 2001 to 2003, the company operated the Mishmash chain that targeted 15- to 20-year-old women and sold apparel, accessories, and gifts and competed head-to-head with chains like Gadzooks, Wet Seal, and the women’s businesses of Abercrombie & Fitch, Hollister Co., and American Eagle Outfitters. The chain folded in 2003 because Too Inc. felt that they knew and understood the preteen customer better. Committed to this focus, Too Inc. launched the first Justice: Just for Girls stores in January 2004; many of the early Justice stores were converted to Mishmash stores.
On July 10, 2006, Too Inc. completed its name change to Tween Brands, Inc., and began trading on the NYSE under the symbol, ‘TWB’. In February 2008, there were 582 Limited Too stores in 47 states and Puerto Rico as well as 25 franchised stores in the Middle East. At its peak, Limited Too had over 600 stores; however, in August 2008, Tween Brands announced that it would discontinue its Limited Too line of 586 stores, although select stores would still offer a line of higher-quality Limited Too clothes in Justice locations. Between December 2008 and June 2010, 26 of these stores closed and 560 others were re-branded as Justice.
After being dormant for several years, the Limited Too IP and trademarks were acquired by Bluestar Alliance, LLC, and revived as an online store with select clothing being sold at Amazon.com and other websites.
The Rise & Fall of Limited Too
Limited Too was created by The Limited, Inc. in 1987 as an infant, toddler and younger girls' version of The Limited selling products similar to their adult oriented brand.
On August 12, 2008, Tween Brands announced that the nearly 600 Limited Too stores would convert to the lower-price Justice brand in early 2009, discontinuing the use of the Limited Too name; however, some Limited Too stores retained the old name into 2010.
Between December 2008 and June 2010, 26 of these stores closed and 560 others were re-branded as Justice
I would love to hear your recollections of forgotten spots that used to shine across America, along with any pictures or information you can offer to help us remember the forgotten spots of the past. Share your stories and the locations you remember in our comments section, and if you have pictures to submit, they can be sent to forgottenspots@gmail.com. Thanks!
