Surprise — The Limited debuts new store brand in hot niche

The Limited has entered the fast-growing value retail sector.



Moving under the radar, The Limited has quietly debuted a new store concept, called Backroom at the Limited, in six malls across the nation.



The format offers a mix of work-to-weekend apparel, jewelry and accessories, with the merchandise made exclusively for the Backroom as well as the Limited’s outlet stores.



The first six Backroom at The Limited stores opened throughout February, with locations at Great Northern Mall, Ohio; Cottonwood Mall, New Mexico; Augusta Town Center, Georgia; Staten Island Mall, New York; Sunland Park Mall, Texas and Livingston Mall, New Jersey. Additional stores will launch throughout 2016.



The Limited is owned by Sun Capital Partners Inc., and has more than 250 locations throughout the United States.