Limited Too’s back?
If you are a woman that was a teenager in the 90s or 2000s, Limited Too probably brings back memories and nostalgia. If you weren’t a teenage girl in the 90s or 2000s, then you may not understand the importance of this brand. For many, it was more than a store, it was an obsession. As Bustle, perfectly puts it, “every style star who grew up with the label knows, nothing can compete with the original fashion finds that came from Limited Too.” The store carried the trendiest items; think one size fits all popcorn shirts, the slap on wrist bands, inflatable chairs, photo booths that printed out stickers, or anything having to do with Lizzie Maguire. Some tweens (probably including me) even had their birthday parties there. By 2008, the girls that frequented Limited Too were now in either high school or college and shopping at Hollister, American Eagle, and Forever 21. Limited Too was no longer the cool store and for that reason, all of the stores were transferred to the Justice Brand.
Thankfully, on July 20, Ralph Gindi, the cofounder of Bluestar Alliance, announced they decided to “bring it all back.” The company purchased Limited Too from the private equity firm Sun Capital Partners; meaning Limited Too is no longer the sister company of The Limited, or in the Limited Stores family. In a press release, Gindi states that customers will begin seeing the brand pop up in department stores as early as fall of 2016, and within the next five years they hope to have opened around 200 stores.
According to Rebecca Karaksli, the company’s VP of Marketing, “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’.” The news has been covered by millennial sites such as Bustle, E! News, Refinery29, and Racked, but the easiest way to see the excitement of previous customers is to look no further than Twitter. Its previous customers may have grown up, but their love for the company hasn’t. On opening day of the first store, it wouldn’t be surprising if there was a line with 20 and 30 year olds with their kids or friends revisiting their previous obsession.
I just broke out in a full sweat watching 6th graders shopping in f21. In 6th grade all I cared about was Aeropostale and limited too
— Annie (@A_squared24) August 4, 2015
#LimitedToo is coming back? I am so there, even if I can't fit into anything. I can't wait until Marin can shop there :)
— ♚Brittany Mota-Wiley (@briddynicole) July 29, 2015
#LimitedToo is reopening in 2016!!!!!! This is what dreams are made of. Glittery caboodles for everyone🎉🎉🎉
— CourtneyLynne (@kourtneelynne) July 29, 2015
FYI Limited Too is coming back and if they don't have satin pajamas sets I will not be the loyal customer I once was at age 9
— SB (@Sam_Beeee) July 28, 2015
Limited Too will be making a come back. My faith in humanity has been restored
— Jew Chainz (@jewel_barlow) July 28, 2015
With Limited Too being open again, miracles really do happen
— Jessica Miller (@IsisLaBrea) July 28, 2015