Limited Brands no longer owns the chain that created its name. The company sold off the 25% interest it did not own in The Limited to private-equity firm Sun Capital Partners for about $32 million.
The move leaves Limited Brands with its two primary chains, Victoria's Secret and Bath & Body Works, as well as some other concepts. Once a well-known outfit, The Limited operated 750 units in the 1980s and had more than $1 billion in sales, but the chain ran out of steam years later.
Sun Capital's management apparently thinks it can turn the chain around. It plans to open new Limited stores this year and in 2011.
But meanwhile, what is going to be the deal with Limited Brands' name? We know that it's probably not the first order of business facing the company, but shouldn't it start doing business under a different title? What do you think its new name should be? We're voting for "Bras and Soap."
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