History of THE LIMITED

The Limited was founded in 1963 by Leslie H. Wexner in Columbus, Ohio, with a vision to provide fashionable women’s clothing at affordable prices. Starting as a single store, the brand quickly gained popularity among young, style-conscious shoppers by offering trendy, ready-to-wear apparel that reflected the latest fashion movements. Its focus on accessibility and modern design helped it become one of the most recognized names in American retail.

Throughout the 1970s and 1980s, The Limited expanded rapidly across the United States, becoming a cornerstone of shopping malls and influencing the evolution of women’s fashion retail. The company’s success also paved the way for the creation of other well-known brands under Wexner’s leadership, including Express, Victoria’s Secret, and Bath & Body Works.

However, as consumer habits shifted and online shopping began to dominate, The Limited struggled to adapt to the changing retail environment. Despite several restructuring efforts, the brand filed for bankruptcy in 2017, closing its stores and marking the end of an iconic chapter in American fashion. Today, The Limited’s legacy lives on as a reminder of innovation, style, and the rise of accessible fashion in the late 20th century.