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Too, Inc. phases out Mishmash

This article was originally published in The Rose Sheet

Executive Summary

Too, Inc. is phasing out its 18 Mishmash retail stores targeted to tweens to develop a new concept focused on value-priced sportswear and accessories for girls seven to 14. Mishmash has not reached financial objectives as quickly as planned, the company explains. Mishmash locations not converted to the new store concept will be closed permanently. Newly formatted stores are expected to begin opening in February 2004, company says. The format change is prompted by tween demand for inexpensive clothes, and the perception of high prices within Too's stores, firm notes. Too, Inc. opened its first Mishmash store in 2001. At the time, the company predicted the cosmetics and accessories retailer could become a 650- to 700-store chain (1"The Rose Sheet" Oct. 8, 2001, p. 5)...
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