Belk Resurrects The Limited As A Private Brand

The Limited, the once ubiquitous mall store and a favorite of working women looking for a professional wardrobe at a mall price has risen from the ashes of bankruptcy. Southern department store Belk is expanding its portfolio of private brands with the addition of The Limited brand.In January of this year, The Limited filed for bankruptcy shutting down roughly 250 stores in 42 states, as well as its website. Belk will reopen TheLimited.com and introduce the line in 150 Belk stores.

“The Limited provides customers with tailored, feminine looks to seamlessly carry the modern woman from work to her social life,” said Nadine Rauer, Belk Executive Vice President and General Merchandise Manager. “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.”

The Limited products are now available in plus size – a first for the brand – and the relaunch will also include designs in petite, tall, and denim. The Limited will once again offer boardroom-ready looks and fashion-forward designs that can be mixed and matched throughout every season.

With the TheLimited.com, customers beyond Belk’s 16-state footprint will have access to the brand’s collections whenever they want to shop. The Limited will be managed as an exclusive, private brand, like Belk favorites Crown & Ivy, Kaari Blue, New Directions and True Craft, to name a few. In 2018, Belk will launch The Limited in an additional 74 stores.



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Christopher Durham

Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan).

Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s.
Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago.

Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.