CP Brands Group Acquired The Limited Trademark
The buyer plans to pivot the legacy brand from a retail-store model to an independent licensing business.
Updated on Oct. 5, 2026 in Business Strategy
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CP Brands Group has purchased The Limited from Sycamore Partners, signaling a new attempt to revive the heritage sportswear name. The buyer intends to move the brand beyond its previous private-label arrangement at Belk stores.
Why it matters
Operators should note how the buyer plans to leverage long-dormant brand nostalgia to fill a portfolio gap in women's sportswear. The strategy shifts away from traditional brick-and-mortar retail in favor of an international licensing model.
Sycamore Partners acquired the brand for $26.8 million in 2016, a deal that precedes the current licensing rights for 290 Belk stores at a $10 million annual cost. The brand previously targeted a $30 to $70 retail price point.
The players
CP Brands Group
A New York-based firm that manages apparel brand portfolios and licensing operations.
Sycamore Partners
A private equity firm known for investing in distressed retail assets and apparel brands.
The Limited
A legacy women's sportswear brand founded in 1963 that transitioned through bankruptcy into a licensed label.
Belk
A department store chain that carries private-label goods across its national footprint.
The details
CP Brands Group acquired the trademark through a partnership between CEO Eli Yedid and One Step Up CEO Harry Adjmi. The new owners plan to transition the brand from a store-based model to a global licensing platform, with immediate goals to test the retail market via a New York City pop-up. The strategy aims to expand the brand's footprint into Asia and Europe as the current Belk licensing deal nears its expiration.
Timeline
1963: Leslie Wexner founded The Limited.
2016: Sycamore Partners purchased The Limited for $26.8 million.
2017: The Limited closed all stores and filed for bankruptcy.
September 2026: CP Brands acquired The Limited.
End of 2026: The Belk licensing agreement for The Limited expires.
Market Landscape
This acquisition follows the precedent set by the 2017 bankruptcy and closure of The Limited, which forced the brand to shift from a standalone retailer to a private-label fixture. The new deal signals a strategic move to decouple the brand from department store exclusivity.
Operators looking at brand acquisitions should monitor the expiration of existing licensing deals at the end of 2026, which may disrupt current distribution channels. Managing the transition from store-based retail to a licensing model requires careful oversight of royalty revenue streams.
The takeaway
Legacy brands often possess unrecognized value in global markets if they can be separated from legacy retail models. Watch the upcoming New York pop-up test to see how the new owners intend to reposition the brand's image before the 2026 licensing transition.
Further reading
For more on evolving brand ownership models, see our analysis on Business Strategy.
Live Poll
Would you consider buying apparel from a revived heritage clothing brand?
