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Can Justice Make a Comeback as an Online-Only Brand?

Justice has launched a revamped under its new ownership as the brand aims to reposition itself as the premier tween girls’ specialty retailer.

This initial release will feature an assortment of apparel and accessory products that Justice wants to scale up in time for the back-to-school season. In a letter on the revived website, Justice said that the e-commerce experience has an array of new fashion and lifestyle products for tween girls including button-up tops, tanks, leggings, cardigans and pajama sets.

But the company is also going back to its roots, it said, with the relaunch of its classic “trend-proof” Justice Denim line of jeans, jeggings and shorts. The retailer also is bringing back its popular Collection X by Justice line, which was designed to combine style and comfort via deluxe fabrics. The Justice size range spans 5/6 (XS) to 20 plus (XXL), although ranges may differ in certain categories. In denim, in addition to regular and plus, slim sizes are offered.

The retailer said that it receiving inventory “more slowly than normal” due to worldwide supply chain slowdowns and Covid-19.

Justice also will be relaunching its loyalty program, Club Justice, at a later date. Those that shopped on the former will still need to create a new account even if they already had an older one before the relaunch.

“We are very excited to bring the Justice brand and products back to our customers,” said Brad Hollo, senior vice president of marketing and e-commerce at Justice. “We have a strong connection to our customer and have been working hard over the past months to bring both mom and girl the assortment, quality and experience they expect and are looking for from Justice. With our new website, we have made shopping for her favorite styles and products even easier.”

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Within the letter, the brand encouraged shoppers to stay connected on Instagram and Facebook, so they can be the first to know about Justice’s upcoming spring drops and its back-to-school collection. The company hinted at more new items in these upcoming drops, including the new J Sport athleisure line, mix-and-match coordinates and sustainable clothing offerings.

The former operated under a liquidation sale until Jan. 15 before adding a “Stay Tuned” message in anticipation of the new experience. All outstanding gift cards and merchandise credits needed to be redeemed by Jan. 15, online or in-store, while the Justice sale and closeout event was ongoing. After that date, gift cards and merchandise credits were no longer redeemable at or anywhere Justice merchandise is sold.

Justice has since relaunched online gift cards, which range in amounts from $10 to $150.

Bluestar Alliance, the private equity firm that owns, licenses and markets a portfolio of consumer brands including Hurley, Bebe, Tahari, Kensie and Limited Too among others, acquired Justice’s assets in a November bankruptcy auction after winning with a more than $90 million bid. Justice was put on sale after then-parent and Ann Taylor/Loft owner Ascena Retail Group filed for bankruptcy in July.

The company officially operates as Justice Brand Holdings LLC. For now, Justice will remain an e-commerce brand, since Bluestar didn’t acquire any of the company’s remaining real estate properties, which shut down after the holiday season.

The website says that free shipping is valid on all offers with no coupon required through April 27, 4:59 a.m. Eastern Time, but there are no added details listed on whether this will be extended past the first day of operation. Justice does not offer free returns. If a shopper initiates a return online and chooses to download and print the label, a $7 fee will be credited against the refund once the return is processed.

Justice currently does not ship outside the U.S. and its territories, but is planning to expand to international shipping in the future.

“Our goal is to create the best shopping experience with the best products for the tween girl, while also expanding Justice’s reach and footprint,” said Ralph Gindi, co-founder of Bluestar Alliance. “ is our opportunity to speak directly to our consumer and is an important channel to easily reach our dedicated customer, and mom, where she is already shopping, while providing the latest on trend products across a wide variety of categories.”

When Bluestar first won the bid, co-founding CEO Joseph Gabbay described Justice as “an important asset with years of growth ahead,” indicating that he and Gindi saw “opportunity for global brand extensions and partnerships.”

Gindi highlighted “categories and distribution” as growth opportunities for Justice, so it is safe to say that there will be more product and logistics investments in the pipeline for the tween brand now that it’s e-commerce site is in place.