Beanstalk will broaden The Limited’s reach through strategic brand extensions in apparel and accessories that will be distinct from the assortment sold within the retailer's stores and distributed across complementary retail channels. Menswear and home products will also be considered in the future.
“Licensing fits into The Limited’s overall strategy of building a modern lifestyle brand that expands touch points and engages potential clients of our brand within our own channels or outside of our current retail and online footprint," says Diane Ellis, chief executive officer, The Limited. "We want to reach sophisticated professional women more broadly by extending our brand into product categories and locations she favors. We are excited to work with Beanstalk to deliver the high quality and style that The Limited consumer has come to expect.”
“As a truly iconic American brand, The Limited continues to be an innovative specialty retailer. So many generations of women have grown up with the brand,” says Allison Ames, president, Beanstalk. “And now they are bringing that innovation and signature fashion outside of their stores to a wider audience. We look forward to serving as brand stewards by increasing The Limited’s reach to further evolve it into a comprehensive lifestyle brand.”
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