San Diego Business Journal

Fashion Valley Adds The Limited and a New Play Area

Wednesday, October 31, 2012

Women’s fashion retailer The Limited plans to open a new 3,950-square-foot store Nov. 2 at Fashion Valley mall. This is the Ohio-based company’s fourth new location to open in California this year and its second local store to feature a revamped design.

The Mission Valley store has chandeliers, wood flooring and a custom mural designed to evoke a boutiquelike setting. Limited CEO Linda Heasley said in a statement that the retailer, which has 255 U.S. locations, plans to debut more California stores next year, with an emphasis on Southern California and the San Francisco Bay area.

Fashion Valley, owned by Simon Property Group Inc., has added several new retailers and recently announced the opening of a new children’s feature called Geppetto’s Play Area, sponsored by locally based toy retailer Geppetto’s. Operators said the play area, on the mall’s lower level near Crate & Barrel, is constructed of soft foam material and designed in a marine life concept.