Limited Brands has reset top management at two divisions, following key departures.

Pia Ferrario, currently executive vice president for win-at-holiday at Victoria’s Secret, has been named chief executive officer of Victoria’s Secret Direct, succeeding Mindy Meads, who has decided to pursue other opportunities, the company said Thursday. Win-at-holiday refers to VS’ focus on holiday selling, which for the brand runs from September to February and involves planning all year, from merchandising to strategic standpoints.

There also is now a co-leadership structure at Limited Stores triggered by the departure of its chief executive officer, Chuck Tur­linski, who has decided to pursue other opportunities, the company said. “Under Chuck’s leadership, Limited Stores has made great strides in reestablishing the brand and gaining operational efficiencies,” Limited Brands chairman and ceo Leslie H. Wexner said in a statement. “Chuck has been an integral part of the business, and we certainly will miss his contributions and leadership.”

Linda Heasley, senior vice president of merchandise planning and allocation for Limited Brands Inc., has been promoted to president and chief operating officer of Limited Stores, and Avra Myers, senior vice president and general merchandise manager for Limited Stores, has been promoted to president and general merchandise manager for the division. They will report to Jay Margolis, president of the Apparel Group, which also includes Express.

Wexner said that at VS Direct, Ferrario will work closely with Rick Jackson, the chief operating officer. Ferrario has been with VS Direct for 18 years. She has held top jobs, including executive vice president over apparel and before that executive vice president of intimate apparel, shoes, accessories and swimwear. “Pia has a deep understanding of the Victoria’s Secret Direct business model and has been instrumental in the growth of the business,” Wexner said.

At Limited Stores, Heasley will be responsible for merchandise planning and allocation, marketing, finance, store operations and human resources. She joined Limited Brands three years ago as vice president of merchandise planning and allocation at Bath & Body Works and was promoted to merchandise planning and allocation for the entire Limited Brands enterprise. Prior to Limited, Heasley worked at Timberland and CVS.

Myers will oversee merchandising, design, home-office visual, product development, brand integration and production. She joined the business last year, after spending 23 years at Club Monaco. Limited credited Myers with enhancing the merchandising strategy and strengthening visuals and collaborative efforts between functions at Limited Stores.

This story first appeared in the January 12, 2007 issue of WWD. Subscribe Today.

There has been speculation that Limited Brands could spin off or sell off its apparel group this year, to isolate the stronger performing Victoria’s Secret and Bath & Body Works brands and maximize investor value. The company would not comment on the speculation.

load comments
blog comments powered by Disqus