The Limited relaunches at Belk in stores and online

By

Cassidy Mantor

Published
Dec 5, 2017

Women's apparel brand The Limited has relaunched in an exclusive partnership with privately owned Charlotte, NC-based Belk department store. The first round of the relaunch puts The Limited in 150 stores and online.

Belk will manage 50-year-old heritage brand The Limited like a private-label brand specializing in a tailored, feminine look. The department store has expanded the brand's assortment to include denim and has also diversified sizing options, adding plus size – a first for The Limited – as well as petite and tall. 

Nadine Rauer, Belk Executive Vice President and General Merchandise Manager said, "We're committed to not only delivering the products that The Limited is known for, but also expanding the assortment to take this iconic brand to the next level."

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Currently The Limited is offered throughout Belk's 16-state brick-and-mortar footprint. It is also available online through The Limited's relaunched e-commerce site. Belk has plans to add The Limited to an additional 74 stores in 2018.

With the addition of The Limited, Belk hopes to see a boost in its private-label business. The department store's current private-label brands are Crown & Ivy, Kaari Blue, New Directions and True Craft.

Belk has been in business for close to 130 years. It offers its Southern consumers an assortment of national and private-label brands in apparel, footwear, accessories, cosmetics, and home goods. It is also is a destination wedding registry for its customers.