Shoppers Send Kohl's a Bold Message After Limited Too Merch Announcement: 'Played With Our Millennial Hearts'

Shoppers have some scathing comments for Kohl’s after the department store brand unveiled the first items in its Limited Too brand resurgence.

The pre-teen clothing brand was a favorite among millennials in the 1990s and early 2000s before disappearing from malls well over a decade ago. According to Women’s Wear Daily , Kohl’s is reviving the brand for a new line of pre-teen clothing—and it also has plans for a millennial collection.

While shoppers were initially excited to hear of the fan-favorite brand’s return, many are now frustrated that the first Limited Too items unveiled focus on children and pre-teens rather than shoppers who proudly wore the brand in their youth.

In a press release on Friday, July 12, Kohl’s announced that Limited Too, Aéropostale and new Madden Girl items will be joining the department store’s lineup “just in time for school.” A Friday Instagram post announcing that the first Limited Too items are finally available also revealed that the “full collection” will roll out later this month.

Most people who commented on the Instagram post expressed frustration at the lack of Limited Too clothing options for adults.

“KIDS ONLY?! Y’all fumbled the bag on this so hard!!!!! How disappointing 😭😭,” one person wrote.

“We were begging for adult sizes. What is this,” another person asked as one shopper urged, “Listen to the people. We want adult sizes.”

“I just looked at the collection at Kohls and I’m a smidge upset that it’s only girls’ sizes,” another shopper said. “You really played with our millennial hearts and it was not very nice.”

In reaction to an idea designers pitched in WWD 's June article that millennial mothers might introduce the brand to their children, one Instagram user wrote, “Not everyone wanted or even has kids- I think they should have made adult sizes considering that is the vast majority of their customers, but this rebrand seems to be geared towards children for some reason 🙃🙃🙃.”

“Kids don’t want Limited Too. The adults do. Definitely dropped the ball on this re-launch,” another Instagram user declared.

Next: Fans Are 'Crying' After Target Reportedly Discontinues 'the Best' Pajama Brand That They 'Live In'