The Limited Inc. also launched a brand for pre-teen girls in 1987 called Limited Too. Limited Too originally started inside The Limited stores but established itself as an independent company in 1999. The idea was to create The Limited styles for young pre-teen girls. Limited Too Inc. opened a less expensive brand expansion named Justice in 2004. However, in 2006, Limited Too Inc. was sold to Tween Brands, which continues to operate out of Columbus.
By 2008, there was 582 Limited Too stores across the country and 52 franchised stores in the Middle East. This same year, the Limited Too brand was discontinued and Tween Brands converted 560 Limited Too stores into Justice stores and closed the rest. In 2009, Ascena Retail Group (retailers of Dress Barn, Ann Taylor, LOFT, Lane Bryant) announced that it would buy Tween Brands, Inc, in a friendly acquisition. In 2010, Tween Brands began a boys clothing line entitled “Brothers”. to be sold online only. By 2012 the Brothers Brand was being sold in select Justice stores. Thpugh, this was short-lived as the Brothers Brand was discontinued in January 2015.
In 2012, Justice had 920 stores, outselling large corporations such as Walmart and Target in girls' apparel. Even though Tween Brands is now owned by the Ascena Retail Group, Tween Brands' philosophy is still about celebrating the fun and adventures of life during the ages of 7 to 12 -- the tween years. It is hot fashions, cool prices and extroadinary customer experiences.