Unlimited Too

Leaving Limited Inc. last year apparently didn't stunt the growth of Limited Too, the retailer for trendy apparel and accessories geared toward girl tweens (7 to 14 year olds). Revenue for the quarter ended July 29 rose by 25 percent over last year, to $108.4 million.

Overall, it has been a good year for the retailer, which spun off from Limited Inc. in August, 1999 and reorganized as Too Inc. In the year ended Jan. 29, 2000, it announced a 60 percent jump in profits (to $23.4 million) and a 20 percent hike in sales.

Interestingly, Limited Too – created by Limited founder Leslie Wexner in 1987 – is, at 13, the same age as its demographic. And, just like its market, it has a lot of growing to do in the year ahead. The chain currently operates 374 stores in malls across America, and expects to open up to 60 more units this year. Ultimately the company anticipates a 700-link chain, plus an international expansion.

Analysts predict the girl tween market will generate more than $9 billion in sales during 2000. Limited Too will seek a bigger piece of this pie by opening outlet stores in the fall as well as possible street locations. Reportedly, Limited Too is also progressing to a larger format – “Girl Power” stores, which carry a larger accessories offering. Company officials have also stated that Limited Too is looking to increase its offering in other categories, including shoes, fragrances and dancing apparel.