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Fountain of 30

September 4, 2007 • Beauty




Here is something you don’t hear every day, or at least often these days. Limited Brands Inc. may be hoping for bigger sales at Victoria’s Secret, but it’s looking for less with it’s Bath & Body Works chain.The retailer is testing if addition by subtraction will equal better sales.

Bath &
Body Works CEO Diane Neal said the chain’s stores are
carrying too many products. Coming off a disappointing second quarter, it will test a reduced
product mix at 50 of its 1,544 beauty and personal care stores. The test, which will reduce products by 40% in the test
stores, will begin in the coming weeks and last through the holiday

"In the last three to four years, we’ve been testing a lot of new
products and new product lines," said Limited spokeswoman Tammy Roberts
Myers. "We’ll continue with the items that work best."

"We have numerous items within our key brands that have received
awards in the beauty industry," Neal said. "We need to do a better job
of educating our customer of the benefits, quality and efficacy of our

Source: Columbus Business First

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