The Limited Too is one of the main umbrella branches of the large company called The Limited Inc. The Limited Too was started in 1987 to meet the needs of young girls and babies. As a result of great marketing and the assistance of experienced management, the company grew in size from a mere two outlets in 1987 to nearly 300 outlets in 1995.

Despite the tremendous success of Limited Too in the 1990s, a brand new management team was brought into restructure the brand's focus. Eventually, it was decided that the company would target tween girls, kids between ages of seven and 14. This strategy proved to be remarkably successful. Three years after this decision, the Limited Too was able to create its own identifiable brand entity. As of today, more than 570 Limited Too stores operate successfully throughout the country.

The Limited Too is one of seven brands that make up The Limited Inc., which was started in 1963 by the entrepreneur Leslie Wexner. Other brands in this group include Express, Victoria's Secret, and Bath & Body Works. All told, there are 400,000 Limited brand stores throughout the U.S.

The rapid and lucrative success of the Limited Too stores presage a multi-industry focus on the tween girl market. Indeed, many experienced advertising and marketing pros on Madison Avenue have taken cues from the strategies of the Limited Too retailers. The brand retails accessories, fragrances, shirts, pants, skirts, and other age-appropriate accoutrements.