Limited Brands to Expand Several Brands in Canada

Limited Brands to Expand Several Brands in Canada
November 25, 2009

Columbus, Ohio-based Limited Brands Inc. announced that it is closing its 42 remaining La Senza Girl stores in Canada, but plans to expand its other brands there, including Bath and Body Works and its Pink Victoria's Secret line, according to the Associated Press (AP). In 2007, the company acquired the La Senza chain, which is comprised of La Senza stores offering lingerie for women and La Senza Girl stores selling pajamas and clothing for teens. However, "core lingerie sales in stores open at least one year fell 3 percent in La Senza's core lingerie business and 6 percent overall--including the girls stores," the AP reported. The company said La Senza Girl stores are "not aligned with our overall strategic focus on lingerie."

While Limited Brands is abandoning its La Senza Girl business, it plans to expand its Bath and Body Works brand, operating 31 stores in Canada by the end of November. The company expects to open 30 to 40 more Bath and Body Works locations by 2010. Recently, Limited Brands also opened four standalone shops for its Pink brand, with hopes to unveil a flagship Victoria's Secret store and other flagship locations in the spring.