What’s in a name?
By CHRISTINA OCCHIPINTI:: June 28, 2006

Too Inc., parent company of Limited Too and Justice, popular shopping options for “tween” girls, is changing its name to Tween Brands Inc.

Robert Atkinson, a spokesman for Too Inc. of New Albany, Ohio, said the new name is a direct identifier of its target audience.

“Using the word tween in the (new company) name indicates our focus on the tween girl,” Atkinson said. “We also want the public to recognize Justice as an emerging brand under our corporate umbrella, just as Limited Too has been for 19 years now.”

Mike Rayden, chairman and chief executive officer of Too Inc., said the name change is a better portrayal of the company’s mission.

“Too Inc. has always been dedicated to serving the tween girl and now our new name, Tween Brands Inc., more accurately reflects our company’s identity,” Rayden said in a statement. “Changing our name to Tween Brands Inc. demonstrates our commitment to being the best retailer in the world.”

Limited Too and Justice sell apparel and accessories for fashion-conscious girls between the ages of 7 and 14. There are Limited Too and Justice stores at the Cross County shopping center in Yonkers, the Jefferson Valley mall in Yorktown Heights, the Palisades mall in West Nyack and the Westchester mall in White Plains.

The company’s name change, which is subject to approval of the New York Stock Exchange, is expected to take place in the next month.