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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