In many ways, the story of The Limited exemplifies the rise and fall of retail in America, from its humble beginnings as a small mom-and-pop shop in Columbus, Ohio, to its rise as a staple of the modern mall and its eventual demise in the early aughts.
The brainchild of Wexner and the foundation for the entire L Brands company, The Limited opened its doors in 1963, selling an assortment of women's apparel. Over the next several years, Wexner focused on expanding the brand and opening more stores, and by 1976, The Limited operated 100 stores nationally. After a couple of savvy acquisitions, Wexner took his company — then known as The Limited Brands — public in 1982, and before long The Limited was in nearly every mall in America.
However, The Limited ultimately fell prey to the same challenges facing several of its mall brand peers. Foot traffic plummeted and sales dwindled. Seeking support, in 2007 L Brands sold a majority stake of the company to Sun Capital Partners, a private-equity firm that works with distressed companies.
While this kept the store afloat for several more years, in 2017 The Limited announced it would close all 250 stores nationwide. Today it lives on as a shell of its former self, with a small online store on the Belk department store website.