May 13, 2009
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News: Alliance Signs Contract With Tween
Branded credit cards have become a growing entity in the financial arena. More and more retailers are marketing their wares by partnering with major data management and marketing solutions organizations to manage their branded credit cards. Alliance Data Systems Corp. manages more than 90 major brands and in 2008 issued over 4 billion AIR MILES® in their rewards program. The company announced today that it has signed an agreement with Tween Brands Inc. to manage its branded credit cards for both their Limited Too and Justice chains. The Limited Too stores sell sleepwear, apparel, and accessories for girls sized 7-14. The Justice brand stores market similar but more value priced merchandise. In 1987, Tween Brands Inc., formerly called Too, Inc., spun their Limited Too stores off their Limited brand chain. The Limited targets the junior and young woman market. In 2004, the company launched their Justice: Just For Girls stores with greater focus and clarity. In 2008, Tween Brands made the decision to convert all of its Limited Too stores to the Justice brand. When completed, the company will operate over 900 Justice stores.
Alliance Data Systems is a leading provider of branded marketing solutions derived from merchant transaction data. In addition to managing the Limited brand credit cards, Alliance provides services to many prominent retailers. Alliance has managed the card business for the Limited Too chain since 1996. Their mission is to provide their clients with customized solutions to enable them to build strong relationships with their customers. They provide private label, co-brand and commercial credit card programs as well as customized solutions designed to the unique needs of their clients.
Mike Rayden, Tween Brand’s CEO, stated that Alliance will focus their efforts on acquisition and retention of the current Justice customer while offering the Limited Too customer an opportunity to “embrace” the Justice brand. Although the target market for the Justice brand is the pre-teen girl, the branded credit card will only be marketed to the girls’ parents.