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Limited Too was created by The Limited, Inc. in 1987 as a younger girls/infants version of The Limited. From 19871995, the number of stores increased from 2 to 288 different retail locations. In 1996, a new senior management team refocused Limited Too into a preteen girls fashion store. In 1999, Limited Too, Inc. spun off to establish a strong and independent brand identity.

From 20012003 the company operated the mishmash chain which targeted 1520 year old women and sold apparel, accessories, and gifts and competed head-to-head with chains like Gadzooks, Wet Seal, and the women's businesses of Abercrombie & Fitch, Hollister Co., and American Eagle Outfitters. The chain folded in 2003 because Too Inc. felt that they knew and understood the preteen customer better. Committed to this focus, Too Inc. launched the first Justice: Just for Girls stores in January 2004.

On July 10, 2006, Too Inc. completed its name change to Tween Brands, Inc., and began trading on the NYSE under the symbol, NYSE: TWB. In February 2008, there were 582 Limited Too stores in 47 states and Puerto Rico as well as 25 franchised stores in the Middle East. Justice operates 260 stores throughout the U.S.

In August 2008, Tween Brands announced that it would discontinue its Limited Too line of 586 stores. Although, select stores will still offer a line of higher-quality Limited Too clothes in Justice locations. 

On June 25, 2009, Dress Barn NASDAQ: DBRN announced that it would buy Tween Brands, Inc, in a friendly acquisition.

 In January 2011, to move away from the direct association with the Dress Barn brand and reflect the company's broader holdings, the company was reorganized as a Delaware corporation named Ascena Retail Group, Inc.



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