Limited Brands, Inc. Plans to Expand aura science Distribution

Limited Brands, Columbus, OH, announced that it will grow its aura science brand through an expanded distribution strategy. The company will introduce aura science products to more than 300 Victoria’s Secret Beauty stores in 2004, based on strong test sales results from 25 Victoria’s Secret Beauty stores in 2003. Testing is now occurring at select Bath & Body Works stores as well.

“Since launching aura science in 2002, the brand has demonstrated consistently growing customer appeal and we now recognize an opportunity to accelerate its growth through a broader product distribution strategy,” said Robin Burns, president and chief executive officer, Intimate Beauty Corp., Victoria’s Secret Beauty and aura science.

The company will therefore close nine freestanding aura science stores. Executives said Shiseido will remain the company’s partner for R&D, product development and manufacturing.