Limited Too

Limited Too was a chain of clothing retailers targeting the preteen girl (ages 6 to 12) market.

Established in 1987 originally as The Limited Too, originally selling infant, toddler and young girl clothing with similar styling as its former adult brand The Limited; by 1996, the chain had grown from two stores to 288. Limited Too later switched its focus to the tween girl market and had much more success and was spun off from The Limited in 1999 as Too, Inc.

From 2001 to 2003, Limited Too operated a teen/young adult chain, mishmash, which had limited success and folded with only 20 stores opening; the company shuttered these stores because they felt they knew the preteen demographic better. In 2004, Limited Too launched the Justice: Just for Girls brand as a separate, lower-priced store.

Too Inc. later changed its name to Tween Brands, Inc. in 2006 to reflect their expansion; two years later, Tween Brands discontinued the Limited Too nameplate of over 600 stores and converted most of their stores to Justice while closing others.

In 2016, Bluestar Alliance bought the Limited Too brand back to be sold in stores like JCPenney and Burlington Coast Factory.