Children’s apparel retailer Limited Too will reopen its doors in 2016, eight years after the brand was discontinued in 2008.
Brand management company Bluestar Alliance has acquired the brand trademarks for Limited Too from Sun Capital Partners, a private equity firm that owns The Limited women’s retail chain. Terms of the deal were not disclosed.
Bluestar Alliance expects to bring Limited Too merchandise to department stores, and plans to open up to 200 stores under the Limited Too name over the next five years.
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“Our goal from a marketing perspective is to uphold Limited Too’s branded lifestyle mission and to enable girls of all ages to express their individuality and creativity through diverse categories that stay true to the brand DNA and mantra of ‘It’s a Girls’ World’,” said Rebecca Karakasli, VP of Marketing at Bluestar Alliance. “There are not many brands where best friends can share their styles from head to toe, be it for school days, sleepovers or just simply taking selfies together.”
At its peak, Limited Too had approximately 600 stores, but in 2008, Tween Brands converted all 560 remaining locations into Justice stores.
