Fashionably Late? The Limited Launches an Online Store.

July 23, 2008 • Shopping


Although they are marketing the website as ‘fashionably late,’ we think The Limited‘s new online store might just be plain old past due. Founded in 1963, the company finally steps into the new millenium this fall.

What held the company back? Its founder apparently. "Limited Brands didn’t believe Express and Limited Stores should have
," said CEO Linda Heasley, referring to the philosophy of founder and former owner,
Leslie H. Wexner. When Wexner sold the controlling stake in July 2007 to Sun Capital Partners Inc., the CEO made it clear that a transactional website was one of the first changes to be made.  "As soon as we were acquired, we
told Sun that [e-commerce] is an incredible opportunity because the
customer has been asking for it

The site will have a full selection of The Limited’s apparel, including extended long, short and XL sizes. They also hope to test a range of new products, like intimates, fragrance, personal care and candles.


Check out looks like this one at the website, which will be fully operational by Fall.

Source: WWD

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