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)
by Laura Northrup via Consumerist
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