NEW YORK — Limited Brands Inc., a company known for developing retail brands and subbrands into big businesses, has just added to the brain trust.

Todd Blumenthal, a former Nike executive and a Limited merchant in the Nineties, has joined the company as senior vice president of new concept development. It is a new position based here. Blumenthal will report to chairman and chief executive officer Leslie Wexner.

The company said that during the next several months Blumenthal will focus on an extensive “on-boarding program” to familiarize him with Limited business units and with the design team at the Columbus, Ohio, headquarters.

“We are pleased to have someone with Todd’s merchant and leadership ability join our executive team,” Wexner said in a statement. “He has an impressive track record and we are thrilled to welcome him back to the business in this new role.”

Blumenthal was a merchandise manager at Limited Stores from 1990 to 1991, and senior buyer at Victoria’s Secret from 1988 to 1990. The company said he was instrumental in “the initial creative work for the branding of Victoria’s Secret.” For the past six years he has been at Nike, most recently running product and design at the Exeter division. Prior to Nike, he held merchant positions at Gap, Polo Ralph Lauren and Chess King.

This story first appeared in the March 10, 2006 issue of WWD. Subscribe Today.

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