Bluestar Revives Justice as Online-Only Retailer, Plans to Expand Tween Brand into Tech, Home

Justice online

Justice has returned as an online-only retailer with the launch of its new ecommerce site,

The tween retailer shuttered its remaining brick-and-mortar locations in late 2020 — which had numbered 2,800 at the brand’s peak — following the bankruptcy of parent company Ascena Retail Group. Justice was acquired by brand management firm Bluestar Alliance for $90 million in November 2020; Bluestar also owns Bebe, Brookstone and fellow tween retailer Limited Too, among others.

The new Justice website has launched with an assortment of apparel and accessory products, and the company said it plans to grow its offerings in advance of back-to-school season. Bluestar said in a press release that this is “just the beginning” for the revival of the Justice brand and hinted at “unexpected newness,” with plans to expand the brand into new categories including a wider range of accessories, tech and home.

“Our goal is to create the best shopping experience with the best products for the tween girl, while also expanding Justice’s reach and footprint,” said Ralph Gindi, Co-founder of Bluestar Alliance in a statement. “ is our opportunity to speak directly to our consumer and is an important channel to easily reach our dedicated customer, and mom, where she is already shopping — while providing the latest on-trend products across a wide variety of categories.”


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