Tween Retailer Limited Too Makes Pop-Up Return

Bedazzled T-shirts, sparkly jeans and flower-infused jewelry of tweens past may not be over yet. Though mall foot traffic has not been the most steady within the last five years, some retailers have shared in that experience with some ups and downs. One retailer that’s looking to revive itself is tween clothing company Limited Too.

Just over two years ago, we reported on brand management company Bluestar Alliance’s decision to snap up Limited Too to give it a reprieve. After announcing its plans to then open up an additional 200 stores, it appears that not all has been well for the retailer aimed at selling children’s clothes.

To help refresh its image, Bluestar Alliance has made the decision to start having mobile pop-up shops for Limited Too. Nestled just outside mall department stores, which include the likes of Macy’s and Bloomingdales, these pop-up shops will be aimed at selling back-to-school themed clothing and accessories. Between Aug. 6 and Aug. 10, Limited Too will be having pop-ups all around New York City.

Limited Too’s marketing director, Mo Hedaya, commented on this move into mobile pop-up locations near big-name department stores and what the company hopes this will accomplish. “People were asking about whether we’d ever entertain retail” again, Hedaya said. “This is a great place to engage with a large customer base. We think if this experimental run is successful, we would potentially explore key markets” for mobile pop-ups.

After making the leap from brick-and-mortar stores over to selling directly through Amazon, this pop-up store move may just be the way to help move Limited Too back into the forefront of today’s mall shopper.




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