Limited Rebrands Itself

The Limited Inc. (Columbus, Ohio) has renamed itself Limited Brands, effective immediately.

The name change comes on the heels of the specialty retailer's reacquisition earlier this year of all outstanding shares of Intimate Brands, which operates the Victoria's Secret, Bath & Body Works and White Barn Candle Co. chains. The company's ticker symbol on the New York Stock Exchange will remain “LTD.”

Limited Brands, through Victoria's Secret, Bath & Body Works, Express, Express Men's (Structure), Lerner New York, Limited Stores, White Barn Candle and Henri Bendel, operates 4602 specialty stores.