NEW YORK — In the retail fashion industry, there is Justice.

It seems like an odd choice for a name of a fashion chain, but Justice is exactly what Too Inc. will be calling its upcoming specialty store concept focused on value-priced sportswear for girls ages seven to 14, known as tweens. Justice also will carry accessories, like hats, belts and socks, as well as jewelry and lifestyle items.

Asked why the company chose Justice for the chain, Robert Atkinson, Too’s director of investor relations, said, “It’s pretty simple. Justice is our chairman’s 11-year-old daughter. She’s energetic, sports-minded and likes to shop. She’s the prototype Justice customer.” Michael Rayden is chairman and chief executive of Too Inc.

“It’s such a unique name that girls will probably be interested to see what it’s all about,” Atkinson added.

Too, which operates the 540-unit Limited Too chain for tween girls, has been growing. Limited Too sells apparel, swimwear, sleepwear, underwear, footwear, lifestyle and personal care products for active, fashion-aware tweens. However, last quarter, there were difficulties stemming from a soft retail environment and aggravated by back-to-school fashions that were too junior in style for the Limited Too girl. The New Albany, Ohio-based retailer reported a loss of $3.8 million, or 11 cents a diluted share, in the 13 weeks ended Aug. 2.

Too also will convert seven units of its mishmash chain to Justice stores for spring openings, and will build an additional 20 Justice stores, primarily in off-mall power centers and strip centers. The company said it hopes to open the first Justice stores next February. Mishmash, aimed at older girls from 14 to 19, is being closed.

This week, Too named Toby Jackson to the new position of vice president and merchandise manager for Justice. Prior to joining Too, Jackson held senior merchandising positions with Gap Inc.’s Old Navy and GapKids divisions.

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