Headlines

Not Limited to Young Girls

The company's popular chain to open a new line of stores

Published

23 years ago

May 24, 2001

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Limited Too (Columbus, Ohio), a chain that appeals to 7- to 14-year oldgirls announced plans for a new store aimed at keeping older teens ascustomers. The new chain of stores called “Mish Mash” will open thisSeptember in Wayne, N.J.

Limited Too ceo, Michael Rayden, pointed out that once girls hit age 14,they start moving towards stores like American Eagle and Old Navy. Thenew store concept geared towards girls with an average age of 16, willemphasize underwear, swimwear, sleepwear, cosmetics, jewelry, footwearand room dŽcor. The private-label apparel will comprise only 25 percentof what the store will offer.

The second Mish Mash test store will open in Columbus, followed byIllinois, Georgia, S. California and New York. Should these storessucceed, the company guesses that nearly 700 stores will be openednationally. The stores will be half the size of a Limited Too, and willuse neon blue and green as the color scheme.

The Limited Too operates some 400 mall-based stores, located in 44states.

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