10.28.10
14. Limited Brands
Columbus, OH
www.limitedbrands.com
Beauty Sales: $2.6 billion (estimated) for Bath & Body Works, and Victoria’s Secret personal care and home fragrance products.
Corporate Sales: $8.6 billion
Key Personnel: Leslie H. Wexner, chairman and chief executive officer; Diane L. Neal, chief executive officer, Bath and Body Works; Sharen Jester Turney, chief executive officer and president, Victoria’s Secret megabrand and intimate apparel.
Major Products: Victoria’s Secret Beauty fragrances, skin care and cosmetics including Secret Garden Collection, Naturally Victoria’s Secret, Beauty Rush, Dream Angels, Sexy Little Things, Victoria’s Secret Pink. Bath & Body Works personal care, beauty and home fragrance products marketed under the Bath & Body Works, C.O. Bigelow and The White Barn Candle Company.
New Products: Color Cosmetics—The Heidi Collection, Exotic Jewels, VS Makeup; Fragrance—Midnight Garden Collection, Dream Angels Heavenly Flowers, Bath & Body Works Noir, Deep Aqua, VS Velvet; Personal Care—Bath & Body Works Dark Kiss, Orange Sapphire; Skin Care—Patricia Wexler MD collection.
Comments: Chairman and chief executive officer of Limited Brands, Leslie H. Wexner, took an optimistic approach to dealing with the market realities throughout the year, and focused on what improvements could be made within the operation. As a result, he commented that the company delivered better-than-expected profits for 2009, particularly the fourth quarter, even though corporate sales fell 4% to $8.6 billion.
Sales at Bath & Body Works increased $9 million, less than 1% to nearly $2.4 billion. Net sales were driven by the Signature Collection, antibacterial and home fragrance categories that were partially offset by discontinued product lines. During the year, Limited Brands restaged the Signature Collection and the antibacterial lines with new fragrances, improved formulas and updated packaging.
Victoria’s Secret’s sales fell 5% to $5.3 billion. Heidi Klum’s latest release at Victoria’s Secret , The Heidi Collection, Exotic Jewels, features a rich palette of hues, ranging from lipgloss to face powder.
As with many of our other Top 20 Global Beauty Companies, growth focused on international expansion during the tough times of 2009. Limited Brands reached across the border for consumers, opening 31 Bath & Body Works stores and four Victoria’s Secret Pink stores in Canada. Global rollouts this year follow last year’s initial ventures into airports and tourist destinations.
Victoria’s Secret’s Love Rocks, with its red and black edgy packaging, won a coveted FiFi award in the Women’s Private Label Direct Sell category.
Conditions continued to pick up in 2010 for Limited Brands, with a promising first half. The company reported net sales of $4.8 billion for the 30 weeks ended August 28, 2010, compared to sales of $4.3 billion for the same period last year.
Columbus, OH
www.limitedbrands.com
Beauty Sales: $2.6 billion (estimated) for Bath & Body Works, and Victoria’s Secret personal care and home fragrance products.
Corporate Sales: $8.6 billion
Key Personnel: Leslie H. Wexner, chairman and chief executive officer; Diane L. Neal, chief executive officer, Bath and Body Works; Sharen Jester Turney, chief executive officer and president, Victoria’s Secret megabrand and intimate apparel.
Major Products: Victoria’s Secret Beauty fragrances, skin care and cosmetics including Secret Garden Collection, Naturally Victoria’s Secret, Beauty Rush, Dream Angels, Sexy Little Things, Victoria’s Secret Pink. Bath & Body Works personal care, beauty and home fragrance products marketed under the Bath & Body Works, C.O. Bigelow and The White Barn Candle Company.
The feminine glass flacon for Victoria’s Secret Beauty’s Bombshell was designed to mimic a priceless jewel; the pink stripes make it iconic Victoria’s Secret. Photo: Thomas W. Hogan |
Comments: Chairman and chief executive officer of Limited Brands, Leslie H. Wexner, took an optimistic approach to dealing with the market realities throughout the year, and focused on what improvements could be made within the operation. As a result, he commented that the company delivered better-than-expected profits for 2009, particularly the fourth quarter, even though corporate sales fell 4% to $8.6 billion.
Sales at Bath & Body Works increased $9 million, less than 1% to nearly $2.4 billion. Net sales were driven by the Signature Collection, antibacterial and home fragrance categories that were partially offset by discontinued product lines. During the year, Limited Brands restaged the Signature Collection and the antibacterial lines with new fragrances, improved formulas and updated packaging.
Victoria’s Secret’s sales fell 5% to $5.3 billion. Heidi Klum’s latest release at Victoria’s Secret , The Heidi Collection, Exotic Jewels, features a rich palette of hues, ranging from lipgloss to face powder.
As with many of our other Top 20 Global Beauty Companies, growth focused on international expansion during the tough times of 2009. Limited Brands reached across the border for consumers, opening 31 Bath & Body Works stores and four Victoria’s Secret Pink stores in Canada. Global rollouts this year follow last year’s initial ventures into airports and tourist destinations.
Victoria’s Secret’s Love Rocks, with its red and black edgy packaging, won a coveted FiFi award in the Women’s Private Label Direct Sell category.
Conditions continued to pick up in 2010 for Limited Brands, with a promising first half. The company reported net sales of $4.8 billion for the 30 weeks ended August 28, 2010, compared to sales of $4.3 billion for the same period last year.