Focusing on international expansion, Limited Brands Inc. (Columbus, Ohio) is opening an office in Canada, called Limited Brands Canada. The Montreal-based company will support all Limited Brands retail stores and strategic expansion in Canada, including La Senza, Bath and Body Works, Victoria's Secret Pink and Victoria's Secret (launching later this year). Joanne Nemeroff, president of La Senza, will oversee Limited Brands Canada as president.
“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,” says 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.”
Also looking at growth in the Middle East, the company has entered into a franchise partnership with M.H. Alshaya Co. to operate stores in the region, with Bath and Body Works stores expected by the end of 2010.
Additionally, the company announced its consolidating its creative and merchant offices of its international businesses to the Limited Brands World Headquarters in Columbus, Ohio. As a result, La Senza's creative and merchandising functions will relocate to Columbus, while the brand’s financial, legal, human resources, distribution, technology and all other key operational functions will remain in Canada. “These changes advance our international growth strategy, strengthen our international operations and organization, and lay the groundwork for accelerating La Senza into the next stage of the brand's growth,” says Leslie Wexner, chairman and ceo of Limited Brands.
Limited Brands operates more than 2900 stores through its Victoria's Secret, Pink, Bath & Body Works, La Senza, C.O. Bigelow, White Barn Candle Co. and Henri Bendel nameplates.