A storefront in Union Square was transported back to the 1990s for one week this month.
From August 6 through 10, Limited Too hosted a pop-up store in New York City that brought back loads of nostalgia for millennials looking for a good #TBT.
Limited Too, which was an offshoot of The Limited, was a fashion sensation in the ’90s and early 2000s. Though the brand shuttered in 2008, it was acquired by the brand management company Bluestar Alliance in 2015 and plans to roll out 200 stores in the next several years.
“I just wanted to come reminisce about my childhood,” Nicole Piccolo, 17, said. “I always used to shop here when I was younger. When I was eight or nine I would ask my mum to bring me here. I would always get the body glitter and I had this jacket that was brown with polka dots on it.”
Nicole’s 13-year-old sister was too young to remember Limited Too, according to their mother, Susan.
Nicole loved Limited Too so much so that she came all the way from upstate New York to visit the pop-up store.
“We’re visiting family so I told my mum I wanted to come, so we chased it down,” she said.
Bluestar Alliance hoped to bring the heralded clothing company to customers who grew up with the brand, especially millennial mums.
According to Mo Hedaya, marketing director at Bluestar Alliance, there could be more Limited Too pop-ups in the future, depending on how the New York store does.
“We think if this experimental run is successful we would potentially explore key markets for mobile pop-ups,” he said.
Pier Imbriano, who was shopping for her eight-year-old daughter, was excited about Limited Too’s shop.
“I love the pop-up. It’s so convenient. I’m just walking by and it’s exactly what I’m looking for and it just felt very meant-to-be. You walk in, here it is,” she said.
Imbriano and a friend, Lisa Ascalon, found backpacks, shoes, and watches for Imbriano’s daughter. The two even joked about being able to get away with wearing some of the items, like a unicorn backpack.
“I think the mini-selfie fan is absolutely hysterical and I totally just want to buy it so that I can have it,” Ascalon said. For those who don’t know, a “selfie fan” is a portable fan that sticks to the back of a cell phone to give selfies a wind-swept look.
The pop-up shop served up plenty of nostalgia. The brand’s signature blue and pink flowers lined the walls. Backstreet Boys, Mandy Moore, and Britney Spears blared on the speakers (much like their Hit Clips once did) and clothing and accessories dripped with glitter.
Sadly, no Spice Girls lollipops were in sight but excited employees gave out Dum Dums and offered to take pictures in front of a photo booth wall.
Overall, Hedaya said the pop-up was a win for the Limited Too.
“We found the pop up to be successful and extremely engaging. People were excited to see the brand,” he said.
Who knows, maybe one day the brand will bring inflatable furniture back.
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