Limited Brands Inc. may be late to the international party, but it’s now making moves that will advance its global strategy.
The company on Wednesday said it is creating Limited Brands Canada, a Montreal-based company that will support all Limited Brands retail stores and strategic expansion in Canada, including La Senza, Bath & Body Works, Victoria’s Secret Pink and Victoria’s Secret, which is launching in Canada later this year.
Joanne Nemeroff, president of La Senza, was named president of Limited Brands Canada.
Limited Brands said it will consolidate the creative and merchant leadership of its international businesses at its corporate headquarters in Columbus, Ohio. La Senza’s creative and merchandising functions will relocate to Columbus, allowing La Senza to support product development and innovation, store experience and brand positioning. Meanwhile, La Senza’s operational functions will remain in Canada, reporting to Limited Brands Canada.
Leslie Wexner, chairman and chief executive officer of Limited Brands, said the changes lay the groundwork for accelerating La Senza’s growth.
Also on Wednesday, Limited Brands unveiled a franchise partnership with M.H. Alshaya, Co. to operate stores in the Middle East. Plans are to launch BBW stores later this year in the region.
M.H. Alshaya will likely introduce Limited to other international markets. In addition to the Middle East, M.H. Alshaya has a footprint in North Africa, Turkey, Cyprus, Russia, Poland, Slovakia and the Czech Republic. Todd Slater, analyst at Lazard Capital Markets, said Limited Brands appears to be focusing on developing economies such as China, Singapore, Brazil, Southeast Asia and Singapore. “They’ve put more than a toe in the water, but I expect the ankle, leg and the rest of the body” will go in too, he said. “International will have the potential to contribute more to earnings than the U.S. business within 10 years if they partner with the right people.”
“Our main priority is North America,” said Martin Waters, president of International for Limited Brands. “Getting our business to return 15 percent on sales domestically is an overwhelming priority. We will develop a global business over time.”
In addition to international stores, Limited Brands has a business model called TNT for travel and tourism, which consists of Victoria’s Secret beauty stores in airports and travel destinations. Waters said there are seven TNT VS shops operating in airports in markets like Brazil, Mexico, Argentina, Singapore, the U.S. and Barbados. The São Paolo unit reportedly does sales of $10,000 a square foot. “In São Paolo, that concept flies,” Waters said. “We’ll open 10 more locations in 2010.”
@fearofgod and @maxfieldla have teamed up on a pop-up installation. The store, located in the gallery space across from Maxfield’s Melrose Ave location, is the site of the brand’s House of God pop-up in which Fear of God founder @jerrylorenzo has created a church-inspired installation. A dozen vintage church pews sit in front of an LED screen playing 90s gospel singers in an effort to re-create an environment akin to a Southern Baptist Church, Lorenzo explained. Read more about the pop-up on WWD.com #wwdfashion (📷: Jennifer Johnson)
Known for his sleek, sophisticated American glamour, Norman Norell is the subject of an upcoming exhibition at @fitnyc. “Norell: Dean of American Fashion,” which runs from February 9 through April 14, will feature approximately 100 ensembles and accessories. His best work is exemplified by the designer’s glittering “mermaid” gowns frosted with thousands of hand-sewn sequins – like the one pictured. (📷: William Helburn) #wwdfashion
For pre-fall 2018, @balmain didn’t let go of the glitz. A crystal embroidered baseball jacket priced at around $40,000 hangs in the “couture” section of the brand’s first men’s pre-collection. Sporting the words “Balmain Army” across the back, the item took around two months to make. “When it was completed, it was like Christmas, it was like, ‘It’s done, it’s exactly what I wanted,’” said Balmain’s creative director @olivier_rousteing during a tour of the collection in a Paris showroom on Monday. #wwdfashion
Eighty degree temperatures and outdoor installations at the annual Art Basel Miami Beach called for bright, elevated beachwear. See more street style pictures on WWD.com. #theyarewearing #ABMB (📷: @lifeinreverie)
Following September’s emotional tribute to her brother Gianni, Donatella Versace wanted to bring the spring show’s deep sense of intimacy to her @versace_official pre-fall collection. Donatella found inspiration in Versace Palazzo in Milan and from Gianni’s opulent apartment. Archival patterns and new motifs were splashed on silk shirtdresses and fitted jersey frocks. See the rest of the photos on WWD.com. #wwdfashion
Demna Gvasalia continues to shake up the Paris fashion calendar — and experiment with new runway timetables for his @vetements_official brand. WWD has learned that Vetements plans to stage its next coed show for the fall 2018 season on January 19 during Men’s Fashion Week in the French capital. Details about the timing and venue have not been confirmed — stay tuned on WWD.com to catch the latest. #wwdnews (📷: @giovanni_giannoni_photo)
@zacposen's go-to holiday gift? Cookies! "I'll usually bake cookies and send them as a gift," said the designer, who recently released his cookbook "Cooking With Zac: Recipes from Rustic to Refined." Get the recipe for his Brown Butter-Chocolate Chip Cookies via link in bio 🍪🍪🍪 #wwdeye #cookingwithzac
For @monsemaison’s pre-fall 2018 collection, Fernando Garcia and Laura Kim honed in on the brand’s many signatures — men’s wear, which was tweaked and feminized through deconstruction, proportion play and lots of bare shoulders. See the rest of the photos on WWD.com #wwdfashion (📷: George Chinese)
On Friday night, @yohjiyamamotoofficial received the Design for Asia Lifetime Achievement Award in Hong Kong. The 75-year-old designer has been celebrated for many years and is best known for his dark and avant-garde tailoring. “In my long career, in design, architecture, [I’ve been to] so many parties, this is the very first time that I have such a warm feeling, I really appreciate this,” Yamamoto said. #wwdfashion (📷: @dominiquemaitre)