(Filed Under Financial and General Interest News). Limited Brands, Inc. is deepening its international presence. The parent company of Victoria’s Secret is creating Limited Brands Canada, a Montreal-based company that will manage all Limited Brands stores and its strategic expansion in Canada. The company currently operates La Senza, Victoria’s Secret Pink and Bath & Body Works stores in the country. Victoria’s Secret stores are slated to open later this year. Joanne Nemeroff, current president of La Senza, will serve as president of Limited Brands Canada.
“We believe a Canadian-based team dedicated to the execution of our brands will provide a foundation for effectively leveraging talent and resources across key operating disciplines,” said Martin Waters, president of international for Limited Brands. “Our Canadian team, being close to the stores they support, will be most efficient and ensure a consistent, satisfying customer experience across all stores in the country.”
Although most of La Senza’s functions will remain in Canada, the division’s creative and merchandising divisions will relocate to the Limited Brands World Headquarters in Columbus, Ohio. According to the company, “this structure will better connect La Senza to enterprise resources and support its advances in product, store experience and brand position.” La Senza’s financial, legal, human resources, distribution, and technology functions will remain in Canada, reporting to Limited Brands Canada.
In other international news, Limited Brands has entered into a franchise partnership with M.H. Alshaya, Co. to operate stores in the Middle East. Initial plans under this agreement are to open Bath and Body Works stores in the region.
For further information, call Limited Brands headquarters in Columbus, Ohio: (614) 415-7000.
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