Limited Too’s comeback is well under way.
Since Bluestar Alliance announced last month that it had acquired the trademarks for the tween girls’ fashion brand, which was shuttered in 2008, the New York-based firm has been busy signing a roster of licensing partners across a range of wholesale categories.
According to Larry Paparo, LJP’s president and CEO, the collection will focus on fashion-forward styling that reflects the spirit and heritage of the Limited Too brand. “Our goal for the new collection is to deliver the same glam, girly excitement that the brand has come to represent,” he said. “We plan to push the [design] limits with sandals, dress looks, boots, funky sneakers and colorful, fuzzy slippers.”
Ralph Gindi, COO of Bluestar, said his company is excited to partner with LJP to bring Limited Too shoes to a new generation of young girls. “LJP will help us recapture the excitement of the Limited Too footwear brand. They’ll help build brand equity and retain the loyalty that is extensive among millennial moms who are now shopping with their own girls.”
Other licensed categories in development for Limited Too include sportswear (Longstreet Apparel), hosiery (United Legwear), jewelry (H.E.R. Accessories) and bed and bath (Jay Franco & Sons). Additional categories, such as home décor, are in negotiations.
In addition to wholesale distribution, Bluestar plans to eventually bring Limited Too back to retail with a mixed-distribution model that will include pop-up shops, department store shop-in-shops, standalone locations and e-commerce.
Founded in 2007, Bluestar has a roster of brands that includes Nanette Lepore, Catherine Malandrino, Kooba, Kensie and English Laundry.