Gene Torchia

Limited Brands (Columbus, Ohio) was named winner of the VM+SD/Peter Glen 2002 Retailer of the Year award for its intense attention to all of the various brands in its corporate stable – The Limited, Express, the new Express Men's (the old Structure), Victoria's Secret, Bath & Body Works, New York & Co. (the former Lerner's New York), Henri Bendel, The White Barn Candle Co. and the new cosmetics co-venture, aura science.

In 40 years of retailing, Limited Brands and its founder/chairman/ceo Leslie Wexner have maintained tight control over the presentation of who they are, paying particular attention to the plan, design and merchan-dising of their stores. As president of Limited Brands'Store Design and Construction department, Gene Torchia is responsible for the enterprise-wide development and redesign of over 4500 specialty stores.

Prior to joining Limited Brands in January 2001, Torchia was vp, corporate architecture and construction, for The Gap Inc. (San Francisco), where he worked for 13 years. Before that, he was director of construction/facilities for PacTel InfoSystems.

Born in Utica, N.Y., Torchia holds an associate's degree in civil engineering technology and a bachelor's degree in education. He is a member of the International Development Research Council.

What do you think your Store Design and Construction division means to Limited Brands'success?

My role in this business is to use the power of design to advance the success of our family of brands. To attract and retain customers, the design must be brand right and there must be design excellence. This powerful combination should set you apart from your competition.

If you weren't in this industry…?

I'd be playing classical guitar.

What's Rule Absolute Number One in your life?

I believe in the Golden Rule and try to live by it.

What was the most memorable thing Les Wexner ever said to you?

“The most successful leader leads by influence.” And Les himself is an example of someone who walks his talk.

How is your office a reflection of you?

It's modern, organized, calm and clear.

What's the single best store you've ever seen?

Burberry in Barcelona, Spain, because they took an old building, used all of the wonderful existing architecture and added their signature design elements to make it brand right. Each department has a clear merchandise focus.

What do shoppers notice about good store planning?

Shoppers are smart. They will quickly notice and respond to a store environment that has positive energy and spirit.

What do shoppers notice about bad store planning?

It's obvious there's bad store planning when they don't notice the store at all.

Where is the best place for the cashwrap?

Wherever the people want to give up their money! Seriously, the cashwrap should be in the center of the store. I feel the walls are better used to display merchandise.