Victoria’s Secret leads the way for Limited Brands

Limited Brands’ lingerie division helped the group beat Wall Street expectations for February with a comparable-store sales rise of 3%, instead of the predicted 2.6% rise.

Limited Brands acts as the parent company for both Victoria’s Secret and La Senza.

The two lingerie brands reported comparable store sales up by 5%, with the lingerie sector leading the way in the comparable-store sales for the company.

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This was especially good news for La Senza, with January marking the first month that comparable-store sales had risen more than 1%.

The lingerie brand has struggled since Limited Brands bought the chain in 2006. Last year, Martin Waters, executive vice president of international at Limited Brands explained: “We’ve changed just about everything about the brand.

“We changed the positioning. We changed the category focus. We changed the assortment, the store design. We’ve really changed everything, relocated the team from Montreal to Columbus, and it’s almost like starting a complete new business.”

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