New York-based CP Brands Group purchased The Limited last month from Sycamore Partners, acquiring the women's sportswear trademark Sycamore had run as a private-label line inside 290 Belk stores since the 2017 bankruptcy.

Terms were not disclosed. Sycamore bought The Limited through the bankruptcy auction for $26.8 million and used the name inside Belk, the department-store chain that Sycamore sold in 2024 to its existing lenders — funds tied to KKR and distressed-debt manager Hein Park.

CEO Eli Yedid partnered with Harry Adjmi, CEO of One Step Up, on the buy. Yedid said they "got a really good deal," citing the eight-year Belk license, which was set to expire at the end of 2026 and would have cost Belk's new owners $10 million a year to renew.

Why did Belk give up The Limited?

Yedid argued Sycamore's structure capped the trademark's reach. "They had a good brand in The Limited, but it wasn't making money," Yedid said. "They already had the real estate with Belk so they created a brand and anyone that wanted The Limited had to go into those stores."

Yedid called the Belk-only run "absolutely a missed opportunity." He plans to put The Limited into specialty stores, department stores, e-commerce and licensed categories, and is already lining up partners in Asia and Europe.

What is CP Brands' plan for the label?

CP will operate The Limited under its brand-management umbrella, running it through licensing deals rather than owned retail. Yedid said the company is meeting with potential U.S. licensees to serve as the "anchor" for the women's collection. "We've spoken to several significant companies that have a strong interest," he said.

Targeted pricing mirrors the Belk-era sweet spot:

• $30 to $70 at retail
• Textured blazers under $50
• Wovens and bottoms at $29 and $39

Yedid sees the aesthetic tracking toward Vince, a brand CP already owns. "It's not a premium brand, it's more trendy," he said. "It'll be in the wardrobe for one to two years, not something you pass down to your children."

He confirmed plans to license menswear and childrenswear under the name at a later stage.

Where does The Limited fit in CP's portfolio?

CP Brands, founded by Yedid in 2000 after 13 years at RBX Active, owns or licenses Wrangler, Vince, Snug, Chickpea, RBX and Avalanche Outdoor Supply Co. Yedid called women's sportswear the gap he needed to close. "I have athleisure, outdoor apparel, men's luxury, and all kinds of other brands, but we didn't have women's sportswear," he said.

Adjmi's One Step Up holds New York & Company, Fashion to Figure and Hard Tail. The Limited adds to a stretch of brand-buying by CP, which acquired Thomas Pink with Icon Luxury Group in early 2024.

Will The Limited return to physical retail?

Yedid will open a New York City pop-up once product ships to test demand. "Retail today is difficult and we're going to want to have proof of concept before we open a store," he said. He confirmed The Limited will otherwise live through licensing, not owned stores, for now.

How does the timing line up?

The Limited was founded by Leslie Wexner in 1963, went public in 1989 and once anchored malls nationwide before tastes shifted. Yedid believes nostalgia among consumers in their 40s, 50s and 60s is intact and sees runway with younger ones too. "We have a new blank canvas with it to recreate this for a younger customer as an exciting, contemporary sportswear brand," he said.

Adjmi framed the deal as heritage stewardship: "The Limited is a remarkable American brand with an extraordinary history. We intend to honor what made it special and build its next chapter."

CP's next move — closing the anchor licensing partner and naming the first international markets — will set the timeline for product to hit wholesale floors before the Belk license formally lapses at the end of 2026.