Limited brands

Posted in: Bath issues by weddingcometrue | July 20th 2010 | no comments

Victoria’s Secret and Bath and Body Works are two of the most successful and prestigious specialty retailers companies in the United States. The two companies Victoria’s Secret and Bath and Body Works are owned by Limited Brands, operating approximately 2.970 retail stores all across the North America. The net sales of the two companies bring to limited Brands an huge amount of approximately 8.6 $ billion net during the 2009 fiscal year. In this period, the Limited Brand fights along with the all companies of the world to demonstrate the ability to weather the recession and after 2008 and 2009 where the situation wasn’t simple to float and to maintain the business, in 2010 the results were positive, sign that the things are starting to get back to normal.

In 2009, the company bought the Canadian based company La Senza and opened Bath and Body Works and Victoria’s Secret stores in Canada. And the Limited Brands company is searching for potential markets in Japan and Europe. One of the main revenue resources of the Limited Brands is represented by Bath and Body Works company is part of an industry trend known as “ethical skin care”. Ethical skin care means that the products aren’t animals tested and that it contain sustainable materials and this moral component represents a plus in the eyes of the customers and the customers are more reluctant to shop the products.

The Victoria’s Secret brand is best known for lingerie, models that present this lingerie (only the top  and very famous models have the privilege to wear this lingerie) and the fashion shows. The lingerie company, Victoria’s Secret sells also women clothing, fragrances and personal care and beauty products. The products of the company are marketed through the retail stores of the company, through the online sales and through Victoria’s Secret catalog. The Victoria’s Secret, counted in 2009 a total amount of $5.3 billion dollars. The number of the retail stores operating in the North America is of 1.044 retail stores.



The La Senza brand was the number one lingerie brand in Canada, before being acquired by the limited Brands, in 2007. Now, La Senza is a brand sold in the Victoria’s Secret stores and in the 258 standalone La Senza stores operating at the end of the year 2009. The company registered a sales figure of $423 million. The limited Brands hopes to gain with the acquiring of the La Senza company, experience in international retailing in lingerie and beauty care market.

The Bath and Body Works brand sales personal care products and beauty products, like lotions, fragrances, crèmes and hair products. The company, also, markets home accessories and operates C.O. Bigelow and White Barn Candle Company stores. The products of the C.O. Bigelow company and White Barn Candle Company are marketed in the Bath and Body Works products.

As you can clearly see the names of the brands says it all and the number of sales come to make this thing clear. The quality, the presentation, the promotion, the packaging, the discounts, the hard work, the intelligence, the respect and the professionalism have transformed it all into a huge success.