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The Limited Launches Off-Price Format ‘Backroom at The Limited’

the limited

The Limited is the latest to foray into off-price retail, launching what it says will be a format for value-driven women’s apparel at conveniently located malls and shopping centers.

The first of the Backroom at the Limited stores were rolled out in February, with locations in Ohio, New Mexico, Georgia, Staten Island, New York, Texas and New Jersey.

“From work-to-weekend styles coordinating jewelry and accessories, ‘Backroom at The Limited’ offers apparel, designed for ‘Backroom at The Limited’ and ‘The Limited Outlet’ stores,” the women’s clothing chain said in a statement. “Shoppers will discover that the merchandise features The Limited’s signature sophisticated aesthetic and garment fits, but at lower price points.”

Selections at the stores will also include discounted items previously sold at The Limited stores. Styles at The Limited range in price from $24.90 to $89.95 for tops, and $39.95 to $129.95 for pants.

Sun Capital Partners, a private equity firm whose portfolio includes Gordman’s and Bonmarche, owns The Limited brand, and though its investment criteria outlines a focus on companies with $50 million to $1.5 billion in sales, the firm does not release financial data publicly.

The Limited said additional off-price stores will launch throughout this year, but no specific locations have yet been given.

In the last year, more retailers have ventured into the off-price space to accommodate deal-hungry consumers. Lord & Taylor launched its off-price format, called Find @ Lord & Taylor, Macy’s said it would grow its Backstage and Bloomingdale’s Outlet footprint and Kohl’s launched Off Aisle by Kohl’s last May.

More off-price versions of full-price stores could pop up in the future as off-price is set to outperform the overall apparel industry for the next five years.

A report by Moody’s Investor service last July said off-price apparel will grow 6 to 8 percent in the next five years, compared to just 4 percent for apparel as a whole.