The Limited Unveils Newly Renovated Store

The Limited at Brookfield Square recently unveiled their newly renovated space. Linda Heasley, CEO of The Limited, talked with Brookfield Patch about the new look and what’s in store for customers, which she consistently refers to with a female pronoun.

“Although we are still in the same location in the mall, the new space is considerably smaller than the former space,” Heasley said of the 6,400 gross square feet. “We feel it will give her a much more welcoming and comfortable shopping experience.”

During the renovations, the store relocated temporarily within the mall. Heasley wouldn’t disclose the cost of the work, but said there are a number of changes customers will notice. “We changed out the tile floor for wood. The neutral walls have a splash of red. We’ve used various lighting including chandeliers.”

There is an elevated runway that highlights seasonal suitings, a seating area for those along for the shopping trip in need of a bit of rest and the wrap area that is more centrally located. “It is important to us to keep both our locations beautiful and updated,” she said of the Brookfield and Mayfair mall locations. “We love Milwaukee.”

Heasley said The Limited's staff at both locations are focused on helping women look their best, especially in choosing the best apparel for job interviews in a competitive job market. “Our role is to take the worry out of what to wear,” Heasley said. “When she’s dressed right, her shoulders are squared walking into an interview. She has confidence.”

Heasley said many of The Limited customers are introduced to the store by their mothers — but want a younger look. “We want her to dress age appropriate. For an interview, we are seeing young women coming in wanting a suit — but not their mother’s suit,” she said. 

When preparing for an interview, do your research, Heasley said. “If the company is conservative, that helps in choosing attire. Invest in a head-to-toe matching black suit. It’s a great basic.

“Choosing the same line of suit will guarantee that the blacks will match,” she added. “If you purchase a pair of black pants, a skirt and jacket from different lines, you run the risk of having different shades of black.”

Contrasting suit pieces give great flexibility to a wardrobe. “Sometimes getting that job means several rounds of interviews,” she said. “Swap out the jacket with a red or tweed one or a great belted cardigan.”

If a company that you interview with is more business casual, Heasley suggested landing on the side of more conservative in your attire. Also, don’t break the bank when shopping for apparel. “Shop you closet first. See what you have,” she said. “Maybe you only need a couple of pieces to update your look.”

Heasley said it’s exciting for sales staff to see customers come back in to say, “I got the job. Now I need something for my first day of work.”

The Limited is located on the Moorland Road side of Brookfield Square mall, immediately south of the mall's main canopy entrance. Hours are Monday to Saturday, 10 a.m. to 9 p.m. and Sunday, 11 a.m. to 6 p.m.

The mall's web site has this 20% off coupon for a purchase.