Justice

Justice is a well-known American brand focused on apparel, accessories, and lifestyle products for tween girls. The company began in 1987 under the name Limited Too, originally as part of The Limited, Inc. It quickly became a familiar presence in malls across the United States, offering fashion-forward, age-appropriate clothing and accessories for its core audience. In 2008, the brand adopted the Justice name and continued to build its reputation as a leader in the tween retail segment.

A major turning point came in 2020 when Justice was acquired by Bluestar Alliance following the bankruptcy of its previous parent company. This acquisition marked a significant shift in strategy. Justice moved away from operating its own stores and instead embraced a digital-first approach, focusing on e-commerce and wholesale partnerships. As of November 2025, Justice does not operate standalone retail locations. Instead, its products are sold online and through a national partnership with Walmart, giving the brand a consistent physical presence in stores across the United States.

Over the past five years, Justice has expanded its reach by investing in digital channels, deepening its relationship with Walmart, and pursuing new licensing agreements. These efforts have allowed the brand to broaden its product categories and enter new markets, including Canada. Justice’s evolution from a mall-based retailer to an omnichannel brand demonstrates its ability to adapt to changing retail landscapes. Its strong brand recognition, flexible distribution model, and ongoing growth initiatives make it a notable presence in the youth retail sector, especially for those tracking how established brands are reimagining their physical and digital footprints. All real estate and partnership inquiries are managed through Bluestar Alliance, reflecting the brand’s current focus on strategic alliances rather than traditional store expansion.