Limited Brands 'Very Sexy' Secret To Boost The Bottom Line
You could argue that a push-up bra is doing more than just adding oomph to women’s decolletees. Sales of Victoria ‘s Secret cleavage enhancing collections are partly responsible for boosting Limited Brands bottom line. The Columbus , Ohio-based retailer of women’s intimate and other apparel, beauty and personal care products just announced 2011 net sales climbed 7.8 percent to $10.364 billion while comparable store sales soared 10 percent for the year ended January 28, 2012.
Victoria’s Secret led the charge of Limited Brands’ stable of chains. Comps rose 14 percent at the lingerie stores and 4 percent at Victoria’s Secret Direct while Bath & Body Works (BBW) posted a 6 percent gain along with The White Barn Candle Co. La Senza. Limited Brands’ other (racier) underpinnings channel that’s slated to get a brand makeover lagged behind with a 2 percent decrease.






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