Limited Brands Inc.
And
Israel
Brian King
Limited Brands, Inc. operates as the largest and probably most successful retailer of women’s intimate and other apparel, beauty and personal care products, and accessories in the United States. It also has a large number of retail stores under the name La Senza in Canada. The strong economic and trade relationships between Israel and USA, and the specific line of Victoria’s Secret products that match the cultural and seasonal characteristics of Israel, create a very good opportunity for success in the women’s clothing and swimsuit market. This paper will show the opportunity and the benefits for Limited Brands, Inc., the owners and shareholders in entering the Israeli market. It will also present the benefits for the population in Israel in the company’s operations in Israel, in one or several key geographical locations.
Limited Brands, Inc. is a publically traded company that operates in a highly competitive specialty retail business. They are a retailer of women’s intimate and other apparel, personal care and beauty and other accessories under various trade names. The company has seen its revenues shrink from $9.0B to $8.6B, but with increasing net income from $220.0M to $448.0M, an impressive fact when taking into consideration the global financial crisis in the last few years and its impact on the USA market, which is the main market Limited Brands, Inc. is operating in. limited Brands is as much of a shopping-mall mainstay as food courts and teenagers. The company operates about 2,970 stores throughout North America under the Victoria's Secret, Bath & Body Works (BBW), and La Senza (in Canada) banners, as well as corresponding websites and catalogs. Originally focused on apparel, Limited Brands sold its ailing Limited Stores and Express chains, leaving the company free to focus on two core businesses: Victoria's Secret and BBW. Limited Brands also owns apparel importer MAST Industries,...