Brand Origins and 1990s Market Position
Limited Too was launched in 1987 as a sub-brand of The Limited Inc., targeting girls aged 5 to 12 with a preteen fashion line that mirrored the aesthetic of its parent chain. By the mid-1990s, the brand operated over 300 stores across the United States, making it one of the largest dedicated girls' apparel chains in the country. The 1990s strategy relied on licensed cartoon characters, bright colors, and coordinated outfits sold at accessible price points, which drove strong mall traffic during a period of retail expansion. Industry analysis of 1990s retail brands highlights how Limited Too fit into a broader wave of specialty children's clothing. The brand's early success was tied to the same mall-centric retail ecosystem that later faced structural challenges from e-commerce and changing consumer habits.
Ownership and Corporate Structure
The Limited Inc., which owned Limited Too, was itself a subsidiary of L Brands Inc., a publicly traded company listed on the NYSE under the ticker symbol LB. L Brands spun off its Victoria's Secret division in 2021, and the remaining entity, now known as Bath & Body Works, Inc., continues to operate the Victoria's Secret and Bath & Body Works brands, though Limited Too was discontinued earlier. Limited Too was formally retired as an active retail brand after 2008, when The Limited Inc. restructured and closed many of its specialty chains. SEC filings for L Brands Inc. document the corporate history and divestitures that led to the brand's exit. The Limited Too name has since been used sporadically for online and off-price retail experiments, but it no longer operates as a major brick-and-mortar chain.
Product Strategy and Target Demographic
Limited Too differentiated itself by offering fashion-forward, age-appropriate clothing that appealed to preteen girls and their parents, with seasonal collections that tracked trends seen in teen and adult retail. The brand's product mix included tops, dresses, outerwear, accessories, and licensed apparel featuring popular characters from media properties of the era. Marketing campaigns often featured young celebrities and tie-ins with entertainment franchises, a common tactic among children's apparel brands in the 1990s. Forbes coverage of children's fashion business notes that licensed character apparel was a key growth driver for many brands in this category. The pricing strategy positioned Limited Too as a mid-tier option, more affordable than premium children's labels but more fashion-conscious than basic mass-market offerings.
Retail Format and Mall Presence
Limited Too stores were typically located in shopping malls, often adjacent to or within the same complex as The Limited, creating a family-friendly retail corridor that maximized foot traffic. The store format was designed for high visibility and impulse purchases, with open racks, bright signage, and dedicated sections for different age sub-groups. At its peak, the chain's physical footprint exceeded 300 locations, a scale that allowed for centralized distribution and coordinated promotional campaigns. The mall-based model, however, became a liability as mall traffic declined in the 2000s and 2010s due to the shift toward online shopping and the closure of anchor department stores.