The Limited Launches New Concept

The Limited (Columbus, Ohio) is rolling out a new concept dubbed Backroom at The Limited to 86 units this summer.

The value-oriented nameplate will offer products designed specifically for Backroom and Limited outlet stores in “less-desirable malls,” reports Women’s Wear Daily.

The goal is to split the 186-store portfolio into two groups: stores in AA+ malls and those in B and C centers, each with their own retail concept. A potential high-end, high-tech concept was debuted at a 4216-square-foot McLean, Va., store on Friday.