Girls' apparel retailer Limited Too is adding 'urban' fashions to its traditional range of feminine designs in its first venture into non-owned brands.

The Ohio-based chain tested brands including JLo Girls, Baby Phat, Ecko Red and Rocawear at 10 of its most profitable stores and found them to be popular with girls aged 7-14, general manager James Petty said.

The retailer now plans to expand the test to 50 stores for the back-to-school season.

"We want to create an upscale department store for 'tween' girls with everything she could possibly want," Petty said.

"Too is responding to the fact that its customer is edgier and more savvy than they thought and want the brands worn by people they like."