While walking along the Opry Mills Mall this weekend I stopped a moment to snap a quick pic of one of the many stealthily closing The Limited locations. I had heard rumors and cries of bankruptcy over the past month and now here I stood witnessing those urgent red posters screaming with despair hanging like a gallows. I mean if you are trying to be so secretive about it, then why not follow Kenneth Cole’s Example of a clean “Good Buy” sale?
I thought perhaps there would be a story here. I researched but found very little explanation. It’s as simple as corporate refuses to talk and bankruptcy has been reported. As far as 7 or 11 bankruptcy, I suppose that is the real question. In other words are there plans for restructuring or have the investors and executives given up all hope? With their quick movement to liquidate, their loss of two CEO’s over the course of two months, and absolutely no public announcement of any form of restructuring I can only imagine this will be the end of one of my favorite professional clothiers.
Shopgirl’s Advice: If you are holding a The Limited gift card, redeem those puppies today! Oh, and that New Years Eve dress you tried so hard to maintain flawless until midnight? Ya…returns are not going to be a thing.
A few steps further down the hall I came across another ceasing Aeropostale. Something I have already reported on, but I paused to snap a quick pic of it anyway, (Jess) just for safe measure. You never know when (Jess) some bizarre, (Jess) unexpected twist of (Jess)…”what?! I’m busy taking a picture and pondering on the doom of retail as we know it!” My husband stood, staring towards me as his hand pointed towards a tiny, modest 10 inch circular sign that hung amongst the sea of blinding posters, “This isn’t goodbye”.
Now this sparked my interest, perhaps it was the large sum of hope this tiny cut-out seemed to instill. Perhaps it was the insane nosiness I possess when it comes to retail finances…but I just had to know what was to come! I spent a good couple of hours reading whatever reports I could, in hopes there would be some glimpse into what they were planning.
It obviously was already in the works, and they are obvious already far into their plan for rejuvenation, as the new locations are set to open this month! But through my fastidious reading all I could come across were two facts:
- Aeropostale was purchased in September by Mall Management Giants Simon and GGP: This is a mutually beneficial relationship. This is not going to become a commonplace occurrence, mall management baling out the struggling retail chains, but perhaps the fact that Simon and GGP took an interest and an investment in Aeropostale shows that their numbers are promising.
- Aeropostale is closing 104 less stores than originally projected
So what of this new elusive reopening? I imagine a remodel, obviously. Perhaps a rebranding, much like Pac Sun successfully accomplished just narrowly escaping total closure in 2012/2013? A new style in product, like CEO Cox has reimagined for Wet Seal just over the past few months? Whatever the case, we are excited to discover the new Aeropostale.
What are your thoughts? Where do you think these two company’s are heading?
UPDATE:: It is confirmed that The Limited will Close all brick and mortar locations by this Sunday. My Sources Reads:
“We’re sad to say that all The Limited stores nationwide have officially closed their doors. But this isn’t goodbye. The styles you love are still available online,” -thelimited.com.
So order your casual professional women’s apparel online…while that lasts anyway…
Originally Posted January 2nd, 2017