Bluestar Plans Limited Too Comeback

Brand management company Bluestar Alliance has acquired the trademarks of Limited Too and is planning to bring the tween retailer back to market through licensing.

Bluestar is planning a global distributed strategy that will see Limited Too-branded licensed product sold at department stores, in-store shop-in-shops, standalone retail locations and e-commerce.

Launched in 1987 by The Limited, Inc., Limited Too boasted hundred of locations until it was discontinued in 2008. Owner Tween Brands converted most of its Limited Too locations into Justice stores, which targeted the same market at a lower price point.

Bluestar has already signed four strategic licensing partners for the brand's revival: Longstreet Apparel for girls sportswear; Jay Franco and Sons for the bed and bath categories; United Legwear for hosiery and sleepwear; and H.E.R Accessories for jewelry, hair and cosmetic collections. Partnerships for additional categories including apparel, home décor and accessories are in negotiations.

“Limited Too is a girl’s market leader with a solid foundation of brand loyalty,” says Ralph Gindi, chief operating officer, Bluestar Alliance. “Over the years Limited Too has brought fun and joy to children’s fashion shopping experiences and holds a special place with the Millennial moms who are now having children of their own.”

“The product mix will fill a void in the market where fashion, fun and value are all in-sync”, commented Joey Gabbay, chief executive officer, Bluestar Alliance. “We will engage in a social media and marketing blitz that will have a clear and concise message to both the tween consumer and her mom, that ‘It’s time to have fun shopping again.'”