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The Limited Reimagines Itself As A Belk Brand


When The Limited announced earlier this year that it was closing all 250 of its stores and laying off 4,000 employees, longtime fans of the brand were disappointed to be missing their iconic office-hour-to-happy-hour pieces.

Brick-and-mortar retailers are struggling, and The Limited’s closing seemed to make it no exception. Now it is back — and this time, it is different. 

Belk parent company Sycamore Partners purchased The Limited earlier this year. Charlotte-based Belk will now be the brand’s exclusive distributor. The Limited launched in 150 Belk stores in September, and its website went live today. 

The Limited joins other Belk-distributed private brands such as Crown & Ivy, New Directions, Kaari Blue and True Craft. 

Belk was founded in 1888 by William Henry Belk in Monroe, North Carolina. Belk Inc. is a private department store company based in Charlotte, with 294 stores. The Limited was founded in 1963 in Columbus, Ohio.