Top Companies Report

11. Limited Brands

July 7, 2009

Columbus, OH
Sales: $2.7 billion

Sales: $2.7 billion (estimated) for Bath & Body Works, White Barn and Victoria’s Secret personal care and home fragrance products. Corporate sales: $9 billion. Net income: $220 million for the year ended Jan. 31, 2009.

Key Personnel: Leslie H. Wexner, chairman and chief executive officer; Martyn R. Redgrave, executive vice president and chief administrative officer; Diane L. Neal, executive vice president and chief financial officer; Jane L. Ramsey, chief executive officer, Bath and Body Works; Sharen Jester Turney, chief executive officer and president, Victoria’s Secret megabrand and intimate apparel; Stuart B. Burgdoerfer, executive vice president, chief financial officer; Shashi Batra, president, Victoria’s Secret Beauty.

Major Brands: Victoria’s Secret Beauty fragrances, skin care and cosmetics, including Secret Garden Collection, Naturally Victoria’s Secret, Parfums Intimes, Beauty Rush, Dream Angels, Sexy Little Things, Very Sexy, Vertical and 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.

Very Sexy Dare is a new scent from Victoria’s Secret.
New Products: Naturally Victoria’s Secret Violet & Jasmine collection, Secret Garden Sexy-Bac sanitizing hand gel, Beauty Rush Limited Edition Pool Party; Sexy Little Things Noir; Parfums Intimes Collection (Cashmere, Lace, Satin and Silk); Dream Angels Heavenly Bloom; Pink Body natural body care products.

Comments: Corporate sales fell 11% and net income tumbled nearly 70%. Sales at Bath & Body Works fell 5% to less than $2.4 billion. The company blamed the strengthening recession and declines in its Signature Collection, which were offset partially by increases in the aromatherapy, True Blue Spa and home fragrance categories.

With sales falling and no sign of recovery, Limited Brands initiated a restructuring program in December that included the elimination of approximately 400 positions (10%) of the company’s corporate and home office headcount.

In 2009, the company expects to open about 20 new Bath & Body Works stores in Canada.

At the FiFi Awards in May, Victoria’s Secret Beauty’s Sexy Little Things Noir eau de parfum won Fragrance of the Year in the Women’s Private Label Direct Sell category.

During the company’s annual meeting, chairman and CEO Leslie H. Wexner said the company’s decision to take a defensive position in 2008 enabled it to make progress. Still, first quarter revenues declined 10.4% to $1.7 billion and net income plunged 97% to about $98 million.

Next month, Victoria’s Secret will give its Very Sexy makeup line a makeover. The line is being rebranded as VS Makeup and will boast new formulas, new packaging and a broader array of colors.

  • It’s Magic!

    It’s Magic!

    Melissa Meisel, Associate Editor||March 20, 2017
    Argan oil-infused ‘Moroccan’ lip care brand jumps from WholeFoods into CVS.

  • On the Cutler Edge

    On the Cutler Edge

    Melissa Meisel, Associate Editor||March 13, 2017
    Top brand source at Redken forecasts up-to-the-minute hair trends.

  • Take The Hint

    Take The Hint

    Christine Esposito, Associate Editor||March 13, 2017
    Water brand forays into sun protection by capitalizing on scent and experience.

  • Supply-Side Innovations

    Supply-Side Innovations

    Tom Branna, Editorial Director||March 1, 2017
    Raw material suppliers roll up their sleeves and roll out their new products for the global cleaning industry.

  • New Faces in Familiar Places

    New Faces in Familiar Places

    Tom Branna, Editorial Director||March 1, 2017
    The American Cleaning Institute officially welcomed its new president.

  • Special Delivery

    Special Delivery

    Tom Branna, Editorial Director||March 1, 2017
    UV protection is important, but what good is that sunscreen if consumers won’t apply it?

  • Garden Variety

    Garden Variety

    Melissa Meisel, Associate Editor||March 1, 2017
    Color cosmetics for Spring 2017 are inspired by the beauty of nature and new beginnings.

  • OTC = TLC

    OTC = TLC

    Christine Esposito, Associate Editor||March 1, 2017
    Over-the-counter treatments provide consumers’ skin and hair with extra care.

  • The Green Dot

    The Green Dot

    John Kim and Lambros Kromidas, PhD*, Shiseido Americas||March 1, 2017
    Insights into one of the most used trademarks in the world.

  • An Essential Read

    An Essential Read

    Tom Branna, Editorial Director||March 1, 2017
    Industry expert Nadim Shaath takes the reader on a fascinating journey through the history and the future of essential oils.

  • Sustainability, Brexit and AI Are in Focus at In-Cosmetics

    Sustainability, Brexit and AI Are in Focus at In-Cosmetics

    March 1, 2017
    In-Cosmetics Global 2017 will take place in London, April 4-6, 2017

  • Trade Association Directory 2017

    February 2, 2017
    Contact details of trade associations that serve various segments of our industry and are mentioned frequently in Happi.

  • What the Halal  Is Going On?

    What the Halal Is Going On?

    Imogen Matthews , In-Cosmetics||February 2, 2017
    Demand for these beauty products is surging thanks to a fastgrowing Muslim population.

  • Relief for Sensitive Scalps

    Relief for Sensitive Scalps

    Guadalupe Pellon and Annette Mehling , BASF||February 2, 2017
    BASF researchers detail the attributes of the company’s highly effective hair care system focusing on scalp sensitivity.

  • What’s in Style?

    What’s in Style?

    Melissa Meisel , Associate Editor||February 1, 2017
    The latest sprays, gels, mousses, serums and creams for hair are filled with luxury components and meet a variety of needs

  • Defining Clean Skin

    Defining Clean Skin

    Nava Dayan PhD, Dr. Nava Dayan LLC||February 1, 2017
    A look at the issues, research and history surrounding this controversial topic.

  • Linked In

    Linked In

    Christine Esposito , Associate Editor||February 1, 2017
    Through virtual reality, apps and connected devices, beauty and personal care brands can strengthen their customer relations

  • Hitting the Right Notes

    Hitting the Right Notes

    January 6, 2017
    Agilex Fragrances is the leader in the middle market fragrance category.

  • The Smell of Clean in 2017

    The Smell of Clean in 2017

    January 6, 2017
    Changing consumer lifestyles and demographics are impacting the scents found in the household cleaning category.

  • On the Edge

    On the Edge

    January 6, 2017
    Expanding beauty brands to watch in 2017

  • A New Contender?

    A New Contender?

    January 6, 2017
    Detergent sales are up, innovation continues and Henkel is determined to make it a dogfight in the segment.

  • Engagement 2016

    Engagement 2016

    January 6, 2017
    CSPA convenes in Fort Lauderdale for annual meeting.

  • Slow & Steady

    Slow & Steady

    Tom Branna, Editorial Director||December 1, 2016
    In a tumultuous environment, steady gains posted in the industrial and institutional cleaning sector are welcomed.

  • The World Comes to Orlando

    The World Comes to Orlando

    Tom Branna, Editorial Director||December 1, 2016
    More than 1,600 chemists traveled to Florida for the IFSCC Congress

  • The Plex Phenomenon

    The Plex Phenomenon

    Denise Costrini, Croda North America||December 1, 2016
    Croda details the hair-protecting qualities of bond multipliers and the company’s new bond-building formulation system.

  • New Hair Care Ingredients

    December 1, 2016
    Check out the latest releases from suppliers.

  • Hair & Now

    Hair & Now

    Melissa Meisel, Associate Editor ||December 1, 2016
    The shampoo and conditioner category is expanding with modern takes on these classic formulations.

  • Perform or Perish

    Perform or Perish

    Christine Esposito, Associate Editor||December 1, 2016
    Success in today’s skin care sector begins with active ingredients, formulated in products that address modern-day issues.