Justice opens up shop again — online

Justice is back in business. 

The tween apparel brand on Monday launched a new website, Shopjustice.com, that features an assortment of apparel and accessory products for young girls. In November, Bluestar Alliance acquired the intellectual property of Justice for $90 million at an auction conducted by the brand’s bankrupt parent, Ascena Retail Group. Ascena had previously closed about 600 of Justice’s 820 stores, with the remaining locations shuttered early this year.

“Our goal is to create the best shopping experience with the best products for the tween girl, while also expanding Justice's reach and footprint," said Ralph Gindi, co-founder of Bluestar Alliance.  Shopjustice.com is our opportunity to speak directly to our consumer and is an important channel to easily reach our dedicated customer, and mom, where she is already shopping – while providing the latest on-trend products across a wide variety of categories."

Bluestar is a brand management and marketing company whose brand portfolio includes Hurley, Bebe, Tahari, Brookstone, Limited Too and others. The company’s retail footprint includes more than 250 stores, shop-in-shops and distributors in North America and around the globe.

In a release, Bluestar said it plans to expand the Justice brand into new product categories, including “unexpected” accessories, tech, home and more. 

"We are very excited to bring the Justice brand and products back to our customers,” said Brad Hollo, senior VP of marketing and e-commerce. “We have a strong connection to our customer and have been working hard over the past months to bring both Mom and girl the assortment, quality and experience they expect and are looking for from Justice.”