The Limited Opened A Stealth Chain Of Off-Price Stores

Image courtesy of bluwmongoose

The popular thing for department and clothing stores to do in recent years has been to open their own off-price stores, and women’s clothing retailer The Limited wants to join that party. They’re using the familiar model from Nordstrom Rack, Saks Off Fifth, and J. Crew Factory Stores–some deep-discounted merchandise that didn’t sell in regular Limited stores, but mostly cheaper items designed specifically for price-conscious customers.

In 2015, Macy’s, Kohl’s, Lord & Taylor, and J. Crew announced that they’d be opening downscale stores that are definitely not outlets.


Surprisingly, these stores were already open: the chain opened a few test stores quietly starting back in February to test the concept. They’re scattered across the country, and here’s where you’ll find them:

Mall Town State
Augusta Mall Augusta GA
Livingston Mall Livingston NJ
Cottonwood Mall Albuquerque NM
Staten Island Mall Staten Island NY
Great Northern Mall North Olmstead OH
Sunland Park El Paso TX

You could say that the company is after the teen market that have wandered over to fast-fashion brands like H&M and Forever 21, but the chain’s VP for stores and outlets insists that they are not getting into the fast-fashion sector. “It’s really not faster to market than our core offerings, so I would hesitate to call it fast fashion,” he told the Columbus Dispatch. The clothes will, however, be cheaper than typical Limited offerings.

Limited launches brand with lower-priced clothes in mall stores [Columbus Dispatch]
BACKROOM at THE LIMITED [Official Page] (via Chain Store Age)

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