After more than two decades as a top brand for young girls and tweens, Limited Too changed its name and overall business model in 2008. The Limited Too chain was founded in 1987 as a spinoff from the popular adult retailer The Limited. Originally catering mostly to infants and young girls, a major rebranding in the mid-'90s established Limited Too as a fashion retailer for preteens (also known as tweens).
The tween demographic was just starting to distinguish itself as a unique entity at the end of the 20th century, so Limited Too found its sweet spot and began rapid expansion to fill a largely unrepresented market niche. By the early 2000s, almost every major mall across the country had a Limited Too store, and the brand was so successful that The Limited actually spun it off into a unique company called Too, Inc. With the freedom to shape itself, the brand continued to evolve and change with the times. In 2006, the parent company was renamed Tween Brands, Inc., and in 2009, the organization was acquired by Dress Barn. As part of its restructuring, the company started opening stores under the masthead of Justice, and it was quickly announced that all Limited Too stores would be converted into Justice stores. Today, Justice continues to loom large as one of the top clothing retailers for girls, and it has even outsold major competitors like Walmart and Target in its niche.
Babies & Kids Merchandise
The styles that were sold under the Limited Too label up until a few years ago are similar to those you'll find at Justice today, though some Limited Too options could be called slightly more conservative. Tops included options like graphic tees, tanks, camis, and tunics. You could also find outerwear like sweaters, cardigans, sweatshirts, and jackets. Limited Too always did a better job than most brands of keeping up with the latest trends.
When it came to bottoms, the brand specialized in options like jeans, capris, and shorts. Dresses, skirts, and skorts were big sellers as well, and they came in a variety of styles. Color was key to the Limited Too image, and almost every garment you could find would display some sort of bright color or pattern. As the retailer started to transition to its current Justice moniker, it also began stocking more clothes like bras, panties, and sleepwear. A wide range of shoes and accessories were also added to the product line.
When you picture the clothes worn by tweens, the image that comes to mind is likely to be almost identical to the styles that were offered by Limited Too. The brand practically created the preteen niche and was hugely responsible for its proliferation into society. As with many other brands marketing themselves to this age group, debate sprung up about whether the styles were always age appropriate--especially as time went on. It will be up to you as a parent to judge what clothes you feel comfortable letting your daughter wear when you decide to shop Limited Too via resale. For the most part, the brand's styles were slightly more conservative than some of the options available at Justice today, but that fact is mostly just a sign of the changing times. Even though you won't find anything made under the Limited Too label from the last few years, all the styles have actually aged very well and still easily fit in with current trends. We give Limited Too 4.5 stars out of 5.
- Established 1987
- Casual, trendy clothes for tweens
- Sold at:
- Limited Too, Justice, online
- Types of items:
- T-shirts, graphic tees, tanks, camis, tunics, cardigans, sweatshirts, hoodies, jackets, dresses, skirts, skorts, jeans, capris, shorts, bras, panties, sleepwear, shoes, accessories
- Related brands:
- Justice, The Limited, Dressbarn, Maurices, Catherines, Lane Bryant