Apparel brand returns—in a more 'limited' fashion
The Limited is back. But not as a physical retailer, at least not yet.
The company declared Chapter 11 bankruptcy protection in January after closing its stores and shutting down its website. In February, Sycamore Partners purchased the chain's intellectual property, including its trademarks and web site address.
On Tuesday, department store retailer Belk announced it was becoming the exclusive distributor for The Limited brand, with the line debuting in 150 Belk stores. The Limited will be managed as an exclusive, private brand, similar to other Belk brands such as Crown & Ivy, Kaari Blue, and New Directions. In 2018, Belk will launch The Limited in an additional 74 stores.
"The Limited provides customers with tailored, feminine looks to seamlessly carry the modern woman from work to her social life," said Nadine Rauer, Belk executive VP and general merchandise manager. "We're committed to not only delivering the products that The Limited is known for, but also expanding the assortment to take this iconic brand to the next level."
The Limited products are now available in plus size – a first for the brand – and the relaunch will also include designs in petite, tall, and denim. The Belk partnership follows the October relaunch of the Limited's e-commerce site.
The company declared Chapter 11 bankruptcy protection in January after closing its stores and shutting down its website. In February, Sycamore Partners purchased the chain's intellectual property, including its trademarks and web site address.
On Tuesday, department store retailer Belk announced it was becoming the exclusive distributor for The Limited brand, with the line debuting in 150 Belk stores. The Limited will be managed as an exclusive, private brand, similar to other Belk brands such as Crown & Ivy, Kaari Blue, and New Directions. In 2018, Belk will launch The Limited in an additional 74 stores.
"The Limited provides customers with tailored, feminine looks to seamlessly carry the modern woman from work to her social life," said Nadine Rauer, Belk executive VP and general merchandise manager. "We're committed to not only delivering the products that The Limited is known for, but also expanding the assortment to take this iconic brand to the next level."
The Limited products are now available in plus size – a first for the brand – and the relaunch will also include designs in petite, tall, and denim. The Belk partnership follows the October relaunch of the Limited's e-commerce site.