Bluestar Alliance LLC has acquired the trademarks to the Limited Too brand.
Terms of the transaction were not disclosed. Bluestar is a brand management firm.
Ralph Gindi, chief operating officer of Bluestar, said, “Over the years, Limited Too has brought fun and joy to children’s fashion shopping experiences and holds a special place with the Millennial moms who are now having children of their own.”
Bluestar said licensing partners have been signed for different categories. Longstreet Apparel has the license for girls sportswear, while United Legwear is the hosiery licensee. H.E.R Accessories is the licensee for jewelry, hair and cosmetic collections. Jay Franco and Sons will handle bed and bath. Bluestar is in negotiations with other licensees for additional categories in apparel, home decor and accessories classifications.
Joey Gabbay, Bluestar’s chief executive officer, said, “The product mix will fill a void in the market where fashion, fun and value are all in sync.”
Gabbay added that the brand will engage with tweens and their moms via social media and marketing vehicles.
Rebecca Karakasli, vice president of marketing at Bluestar, said the marketing message showcases the “It’s a Girl’s World” mantra. Further, Bluestar will run a national contest to search for new tweens to be the faces for Limited Too brand.
Bluestar was founded by Gindhi and Gabbay in 2007. The brands under the Bluestar portfolio include Kensie, Nanette Lepore, Catherine Malandrino, Joan Vass, English Laundry and Kooba, among others.
Limited Too was renamed Too Inc. in 1999, and then changed to Tween Brands in 2006. In 2008, Tween Brands decided it would convert Limited Too stores, about 600, to its Justice nameplate. Justice targets the same tween consumer — pre-teen girls between ages 5 and 13, but at a lower price point. The Limited Too brand was discontinued. Tween Brands was acquired by Dress Barn in 2009. Dress Barn in 2011 changed its name to Ascena Retail Group.
Limited Too was created by The Limited, Inc. in 1987.