Too's Company

Too Inc. (Columbus, Ohio) has opened the first of what it calls its mishmash stores in Willowbrook Mall (Wayne, N.J.). The company's new specialty retail concept is a lifestyle destination for teen girls, offering a diverse merchandise mix with the focus on cosmetics, intimate apparel (including sleepwear and swimwear) and footwear. The store's assortment also includes tee shirts, lifestyle products, jewelry and other accessories.

The company refers to the 2100-square-foot store's interior as “retro-hip,” All of the elements of the store's design, including colors, lighting, fixturing, photography and music, are intended to appeal to teen girls. The store sells mishmash branded merchandise, as well as such teen brands as Toni & Tina cosmetics, Steve Madden shoes and Puma and Skechers athletic footwear.

Six additional mishmash stores are scheduled to open before Thanksgiving, in malls in California, Georgia, Illinois, New Jersey, New York and Ohio.

Too, which operates 431 Limited Too stores, was spun off from The Limited last year, though Limited ceo Leslie Wexner still owns about 16 percent of the company.