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CP Brands Buys The Limited, Plans to Reinvent, Expand the Women’s Brand

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CP Brands Buys The Limited, Plans to Reinvent, Expand the Women’s Brand

For the past eight years The Limited has been a private label at Belk stores.

What do Thomas Pink and The Limited have in common? Their owner.

CP Brands Group, a New York-based company that owns or licenses a wide range of brands including Wrangler, Vince, Snug, Chickpea, RBX and Avalanche Outdoor Supply Co., purchased The Limited last month and has big plans for its return.

CP Brands, headed by chief executive officer Eli Yedid, acquired The Limited from Sycamore Partners, the private equity firm that purchased the former retailer in 2016 for $26.8 million. Terms of this deal were not disclosed but Yedid said he partnered with Harry Adjmi, CEO of One Step Up, on the purchase and they “got a really good deal.”

The Limited, which was founded by Leslie Wexner in 1963, had a legendary run as a groundbreaking and popular women’s sportswear chain. It became a public company in 1989 and continued to grow through the 1980s and ‘90s, becoming a staple in shopping malls around the country.

But as tastes changed, the business began to struggle and in 2017, it closed all its stores and filed bankruptcy. Sycamore acquired the trademark through the bankruptcy auction process and used the name to create a private-label brand at another of its holdings, Belk stores.

“They did a smart thing,” Yedid said of Sycamore. “They had a good brand in The Limited, but it wasn’t making money.



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