Limited Brands Inc. is going beyond lingerie. The clothing retailer has begun testing sports apparel at 30 of its Victoria’s Secret stores. Additonally, they quietly opened a shop for the line, called VSX, at Easton Town Center August 16.
Traditional apparel has gone by the wayside at Columbus-based
Limited Brands, with the merchant selling majority ownership of the
Limited and Express clothing chains in recent months. The company is
looking for ways to grow its dominant position in the market
for intimate apparel, which accounted for $5.1 billion of the company’s
$10.6 billion in sales last year.
The company has added accessories and swimwear to the Victoria’s
Secret umbrella, and broke out casual dorm wear for college students
under its Pink line.
Fitness wear is hot and Limited Brands isn’t the only one interested in the fitness market. Greensboro N.C.-based VF Corp. (owner of Wrangler and North Face), acquired the 50-store Lucy Activewear Inc. for $110 million in July.
Another emerging competitor is Lululemon Athletica Inc. With 26 U.S. stores and 44 shops in Canada and overseas, the
chain is still in its infancy compared with Victoria’s Secret, which
runs 1,006 stores.
Source: Columbus Business First