Limited Too will stage a mobile pop-up shop in New York City
The tween retailer will embark on a back-to-school tour with a pop-up shop traveling around New York City in August. The brand has primarily focused on e-commerce since its re-launch in 2015.
Limited Too will begin its pop-up tour starting August 6 with a stop in New York City’s midtown, and ends its run on August 10 in the Flatiron District. The 527-square-foot shop will sell apparel and accessories, as well as items intended for school such as notebooks and backpacks. All products will retail for under $100.
As with other “experiential” retail concepts, the Limited Too pop-up will invite customers to interact with the brand on social media using the hashtag #LTD2BestInClass. The brand will also stage giveaways throughout the pop-up’s run. Should the New York City pop-up prove successful, Limited Too will consider staging similar events in cities like Los Angeles and Chicago.
Following its heyday in the 90s and early 2000s, Limited Too’s stores were absorbed into Justice locations and the brand was acquired by Bluestar Alliance in 2015. Since the acquisition, the brand has primarily been sold online, with the pop-up tour marking its foray back into the physical retail landscape.
Pop-up stores have long since been a popular concept in retail, but more brands are experimenting with mobile pop-up shops. Miami-based jewelry brand Miansai embarked on a mobile tour earlier this summer, using Instagram-friendly refurbished vintage airstream trailers to sell its wares in the cities such as New York City, Newport and Palm Springs. Earlier this month Birkenstock staged a mobile shop housed in a shipping container, called the “Birkenstock Box,” scheduled to travel around the world throughout the summer. In 2016, Alexander Wang sold his first Adidas collaboration in trucks throughout New York City.
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