Photo: Fred Sweet/Flickr Limited Too is coming back to a mall near you. Bluestar Alliance, a brand management company, recently bought the beloved ‘90s brand and its trademarks, hoping to reinstate it as a girls’ market leader like it was in its glory days. In 2008, Tween Brands, Inc. converted all 600 Limited Too outposts to the lower-priced Justice before the entire company was bought by Dress Barn, and then subsequently sold to Ascena Retail Group. In order to reinvigorate Limited Too, it will expand into department stores, including in-store shop in shops, and launch an e-commerce platform. Rebecca Karakasli, VP of Marketing, said that it’ll play up “Girl Power” and the mission statement will be to “enable girls of all ages to express their individuality and creativity.” The retailer also plans to play on nostalgia. “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,” Joey Gabbay, CEO of Bluestar Alliance, explained of their strategy. Limited Too is just one of many aughts-era companies looking to pull on sentimental heartstrings for the sake of a retail resurgence.
