As a part of its expansion strategy Limited Brands Inc. (LTD), a specialty retailer of women’s intimate and other apparel, beauty and personal care products, recently announced the creation of Limited Brands Canada.
Montreal based company, Limited Brands Canada, will oversee the Limited Brands stores in the country and carry out the expansion plans of its retail outlets, which sells merchandise under the brand names including La Senza, Bath and Body Works, Victoria’s Secret Pink and Victoria’s Secret.
Joanne Nemeroff, the president of La Senza, will be responsible for Limited Brands Inc.’s Canada operations.
In order to serve customers better and support associates, Limited Brands seeks to combine the creative and merchandising functions of its international operations with its business operations at its headquarters in Columbus, Ohio.
Consequently, La Senza’s creative and merchandising functions will also shift to Columbus. However, its financial, legal, human resources, distribution, technology and other important functions will be carried out in Canada.
Limited Brands is constantly revamping its La Senza brand both at home in Canada and internationally by improving product assortments, store operations and layout. The company also completed the closure of the La Senza Girl freestanding stores, which had been adversely affecting its overall performance.
In a separate story, Limited Brands declared that it has entered into a franchise partnership with M.H. Alshaya, Co. with initial plans to open Bath and Body Works stores in the Middle East, later this year.
Limited Brands currently operates 2,967 specialty stores.
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