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The Limited has had outlet stores for years, but now the brand is adding on to that by converting some of its existing mall stores into a new outlet format. They'll be called Backroom at The Limited, and six of them have already opened quietly across the country.
The concept is similar to what J.Crew has done with its own outlet merchandise. The brand has freestanding outlets as well as J.Crew Mercantile, a chain of stores that brought outlet product to malls. J.Crew seems completely committed to this plan, having already expanded its Mercantile fleet to more than 20 stores in less than a year.
Racked asked a rep from The Limited how these locations will be different from existing outlet stores, and here's what they had to say: "The primary difference is that is [sic] conveniently located and, because it is mall-based, more easily accessible. The store design and store presentation standards are comparable to The Limited stores."
Expect to find a mix of outlet merchandise and unsold The Limited items at the Backroom stores. "Clients are looking for 'value' options within a brand that they already trust and love," The Limited said in a statement.
Right now, you can find the new shops in New Mexico, Ohio, Georgia, New York, Texas, and New Jersey. This is just the beginning for this store format: the Limited expects to open more between now and this year’s holiday season.