By  on January 20, 2011

Limited Brands wants to expand accessories internationally and has reassigned Ed Bucciarelli, chief executive officer of the Henri Bendel division and president of Limited Brands Accessories, to implement the new strategy.

While Bucciarelli will still focus on the creative side of the Bendel’s brand, Limited has hired Chris Fiore as president of Henri Bendel. Fiore will run day-to-day operations of the 11-unit chain. He is a former president of Coach retail, but his most recent role was executive vice president of international for American Eagle Outfitters Inc.

Worldwide, Limited is growing, recently expanding into Canada with Victoria’s Secret, Pink and Bath & Body Works as well with Victoria’s Secret stores in travel and tourism locations in various countries, and Victoria’s Secret and Bath & Body Works in the Middle East through a licensing arrangement. Limited also owns the Canada-based La Senza intimate apparel chain in several countries.

“Under Ed’s leadership, the iconic brown and white stripes that Henri Bendel is known for have been seen in more cities and on more fashion-forward products than ever before,” said Leslie Wexner, chairman and ceo of Limited Brands. “We want that growth trajectory to continue at Henri Bendel while strengthening our accessories business internationally.” Although Bendel’s has been making some strides, Limited has long struggled to regain the brand’s status as a showcase for emerging designers and avant-garde fashion, particularly from the Sixties through the mid-Eighties.

It is believed that Limited is considering introducing some accessories to Bath & Body Works but is currently not considering launching a new retail format for accessories.

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