The Limited Extends NY Pop-Up

Apparel retailer The Limited (Columbus, Ohio) has decided to keep its originally planned four-day-long pop-up shop in SoHo open through December. The temporary store, located at 134 Spring St. between Wooster and Greene streets, opened last week, bringing the retailer back to New York after a decade-long absence.

Retail executives say the 3400-square-foot store performed so well that they’ve decided to keep the doors open through December 28. Exact figures from the four-day spree were not released but the retailer said it performed on par with its top-level stores.

A Limited spokeswoman told Crains New York that the retailer likes the SoHo location but “would consider multiple neighborhoods before making a final decision” about a potential Manhattan location. The Limited, which is seeking to revamp its image, is rolling out new smaller stores – roughly 4000 square feet compared to its more familiar 7000 square-foot size.

The Spring Street location also includes the re-launch of the Forenza and Outback Red labels.