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At a Glance

Uppers

Well-known brands like Victoria’s Secret and Bath & Body Works continue to drive revenue

Downers

Economic downturn has consumers buying less

High turn-over in the stores through natural attrition

The Bottom Line

Limited Brands is an international company that sells lingerie, personal care and beauty products, apparel and accessories through its Victoria’s Secret, Pink, Bath & Body Works, La Senza, C.O. Bigelow, White Barn Candle Co. and Henri Bendel catalogs and stores.

About L Brands, Inc.

L Brands (formerly Limited Brands) is as much of a shopping-mall mainstay as food courts and teenagers. The company operates over 2,900 specialty stores in North America, the UK, and China primarily under the Victoria's Secret, PINK, and Bath & Body Works (BBW) banners, as well as corresponding websites and catalogs. Originally focused on apparel, the company turned into a segment leader focused on women's intimate and other apparel, personal care, and beauty and home fragrance products. L Brands also owns apothecary C.O. Bigelow, and The White Barn Candle Co. Most of the company's revenue are generated in the US. L Brands completed the sale of its La Senza business and the closing of all its Henri Bendel stores and websites in 2019.

Operations

L Brands has realigned its reportable segments into Victoria's Secret, Bath & Body Works (BBW), and Victoria's Secret and Bath and Body Works International. Nearly 55% of sales come from domestic Victoria's Secret stores and direct channel operations. The Victoria's Secret segment sells women's intimate and other apparel, personal care and beauty products under the Victoria's Secret and PINK brand names.

About 40% of sales come from the BBW segment. The Bath & Body Works segment sells personal care, soaps, sanitizers and home fragrance products under the Bath & Body Works, White Barn Candle Company, C.O. Bigelow, and other brand names.

The remaining revenue comes from Victoria's Secret and BBW International, and other revenues, which include the revenues from the company's sourcing function, as well as sales from its previous Henri Bendel and La Senza operations. Victoria's Secret and Bath & Body Works International segments include the Victoria's Secret and Bath & Body Works company-owned and partner-operated stores.

Mast Global is a merchandise sourcing and production function serving the Company and its international partners, and Corporate functions, including non-core real estate, equity investments and other governance functions such as treasury and tax.

Geographic Reach

In addition to its nearly 2,700 US stores, L Brands has about 230 company-owned retail stores in Canada, the UK, and China.

In addition to its company-owned stores, L Brands' products are available at approximately 720 Victoria's Secret, Victoria's Secret Beauty and Accessories, and Bath & Body Works partner locations in more than 70 countries.

Based in Ohio, the company also has several distribution and product development facilities located in New York and Ohio, as well as Canada, Hong Kong, mainland China, and various other international locations.

Sales and Marketing

L Brands utilizes merchandise presentation, in-store marketing, music, and its sales associates to reinforce the image represented by its brands. It also uses marketing, advertising and promotional programs to attract customers through various media, including social media, websites, mobile applications, email, print, and television.

The company spent $428 million on advertising and marketing expenses in 2019, down from $476 million and $383 million in 2018 and 2017, respectively.

Financial Performance

L Brands has seen limited revenue growth in recent years, as it has struggled amid intense competition. Its annual revenues have risen 6% since 2016. The company's net income has fluctuated in the last five years, with its peak at $1.3 billion in 2016.

Revenue decreased to $12.9 billion in 2019, an approximately 5% decrease from the year prior. The decrease was driven by a comparable sales decrease of 1%, as opposed to a 3% increase of last year's.

The company experienced a net loss of $366 million in 2019, a drastic fall from last year's net income of $644 million. Decrease in operating income, as well as a goodwill impairment charge of $720 million due to the company's Greater China and Victoria's Secret reporting units.

Cash on hand at the end of 2019 was $1.5 billion. Cash provided by operating activities was $1.2 billion in 2019, while investing activities used $480 million, mostly for capital expenditures. Financing activities used another $666 million, mainly for payments of long-term debts, repayments of foreign facilities, and for dividends.

Strategy

Continuing to battle underperformance at its top brands, L Brands has made significant changes to its business to refocus its resources on core categories and accelerate growth. It is focused on growing its business in North America, extending its brand internationally, and further focus on the fundamentals of their business.

As part of its strategic plan, the company announced the sale of 55% of the Victoria's Secret business to Sycamore for approximately $525 million. The company believes this transaction will highlight the value and performance of the standalone Bath & Body Works business, enhance management focus, and reduce structural complexity.

The company will continue to invest in its White Barn concept, which continues to yield strong results. By 2020, the company plans on increasing the square footage of its Bath & Body Works North America through the opening of new Bath & Body Works stores. Aside from opening new stores in North America, it has also opened more than 40 new stores internationally, bringing the total stores in the Middle East, Latin America, Southeast Asia, and Europe to approximately 300 stores.

L Brands, Inc.

3 Limited Pkwy
Columbus, OH 43230-1467
Phone: 1 (614) 415-7000

Firm Stats

Employer Type: Publicly Owned
Stock Symbol: LB
Stock Exchange: , NYSE
EVP and CFO: Stuart B. Burgdoerfer
COO: Charles C. McGuigan
Chairman and CEO: Leslie H. Wexner
Employees (This Location): 10,000
Employees (All Locations): 94,400

Major Office Locations

Columbus, OH

Other Locations

Auburn, AL
Bessemer, AL
Birmingham, AL
Decatur, AL
Dothan, AL
Florence, AL
Fultondale, AL
Gadsden, AL
Hoover, AL
Huntsville, AL
Jasper, AL
Mobile, AL
Montgomery, AL
Oxford, AL
Spanish Fort, AL
Tuscaloosa, AL
Vestavia, AL
Batesville, AR
Conway, AR
Fayetteville, AR
Fort Smith, AR
Hot Springs, AR
Jonesboro, AR
Little Rock, AR
North Little Rock, AR
Pine Bluff, AR
Rogers, AR
Searcy, AR
Anthem, AZ
Casa Grande, AZ
Chandler, AZ
Flagstaff, AZ
Gilbert, AZ
Mesa, AZ
Phoenix, AZ
Prescott, AZ
Scottsdale, AZ
Sierra Vista, AZ
Tempe, AZ
Tucson, AZ
Yuma, AZ
Antioch, CA
Arcadia, CA
Bakersfield, CA
Brea, CA
Buena Park, CA
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Capitola, CA
Carlsbad, CA
Carmichael, CA
Cerritos, CA
Chico, CA
Chino Hills, CA
Chula Vista, CA
Citrus Heights, CA
Clovis, CA
Colma, CA
Concord, CA
Corona, CA
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Culver City, CA
Daly City, CA
Davis, CA
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Dodge City, KS
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Alexandria, KY
Ashland, KY
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Louisville, KY
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Kenner, LA
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Mandeville, LA
Metairie, LA
Monroe, LA
New Orleans, LA
Ruston, LA
Shreveport, LA
Slidell, LA
Auburn, MA
Boston, MA
Braintree, MA
Brockton, MA
Burlington, MA
Cambridge, MA
Chestnut Hill, MA
Everett, MA
Foxboro, MA
Franklin, MA
Hanover, MA
Hingham, MA
Holyoke, MA
Hyannis, MA
Kingston, MA
Lanesboro, MA
Lee, MA
Leominster, MA
Lynnfield, MA
Methuen, MA
Natick, MA
North Dartmouth, MA
Peabody, MA
Plymouth, MA
Seekonk, MA
Springfield, MA
Stoneham, MA
Swansea, MA
Taunton, MA
Wareham, MA
Watertown, MA
Worcester, MA
Annapolis, MD
Baltimore, MD
Bel Air, MD
Bethesda, MD
Bowie, MD
California, MD
Columbia, MD
District Heights, MD
Elkridge, MD
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Frederick, MD
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Germantown, MD
Glen Burnie, MD
Greenbelt, MD
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Hyattsville, MD
Ocean City, MD
Oxon Hill, MD
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Salisbury, MD
Severna Park, MD
Waldorf, MD
Wheaton, MD
Augusta, ME
Brunswick, ME
South Portland, ME
Adrian, MI
Allen Park, MI
Ann Arbor, MI
Auburn Hills, MI
Battle Creek, MI
Bay City, MI
Benton Harbor, MI
Birch Run, MI
Brighton, MI
Burton, MI
Cadillac, MI
Canton, MI
Chesterfield, MI
Clinton Township, MI
Escanaba, MI
Fenton, MI
Flint, MI
Fort Gratiot, MI
Gaylord, MI
Grand Rapids, MI
Grandville, MI
Howell, MI
Jackson, MI
Lake Orion, MI
Lansing, MI
Livonia, MI
Marquette, MI
Midland, MI
Monroe, MI
Mount Pleasant, MI
Muskegon, MI
Novi, MI
Portage, MI
Rochester Hills, MI
Roseville, MI
Saginaw, MI
Sault Sainte Marie, MI
Shelby Township, MI
Southfield, MI
Southgate, MI
Sterling Heights, MI
Taylor, MI
Traverse City, MI
Troy, MI
Warren, MI
West Branch, MI
Westland, MI
White Lake, MI
Albertville, MN
Alexandria, MN
Baxter, MN
Bloomington, MN
Burnsville, MN
Duluth, MN
Hutchinson, MN
Mankato, MN
Maple Grove, MN
Medford, MN
Minneapolis, MN
North Branch, MN
Rochester, MN
Saint Cloud, MN
Saint Paul, MN
Virginia, MN
Willmar, MN
Blue Springs, MO
Branson, MO
Cape Girardeau, MO
Chesterfield, MO
Columbia, MO
Hannibal, MO
Hazelwood, MO
Independence, MO
Jefferson City, MO
Kansas City, MO
Lees Summit, MO
Osage Beach, MO
Saint Louis, MO
Saint Peters, MO
Springfield, MO
Biloxi, MS
Columbus, MS
Flowood, MS
Greenville, MS
Greenwood, MS
Gulfport, MS
Hattiesburg, MS
Laurel, MS
Mccomb, MS
Meridian, MS
Ridgeland, MS
Tupelo, MS
Billings, MT
Bozeman, MT
Butte, MT
Great Falls, MT
Kalispell, MT
Missoula, MT
Apex, NC
Asheville, NC
Boone, NC
Burlington, NC
Cary, NC
Chapel Hill, NC
Charlotte, NC
Clinton, NC
Concord, NC
Durham, NC
Elkin, NC
Fayetteville, NC
Greensboro, NC
Greenville, NC
Henderson, NC
Hendersonville, NC
Hickory, NC
High Point, NC
Huntersville, NC
Jacksonville, NC
Laurinburg, NC
Lumberton, NC
Monroe, NC
Mooresville, NC
Morganton, NC
Mount Airy, NC
New Bern, NC
Pineville, NC
Raleigh, NC
Roanoke Rapids, NC
Rocky Mount, NC
Salisbury, NC
Sanford, NC
Shallotte, NC
Shelby, NC
Smithfield, NC
Southern Pines, NC
Statesville, NC
Washington, NC
Wilmington, NC
Bismarck, ND
Dickinson, ND
Grand Forks, ND
Minot, ND
Fremont, NE
Grand Island, NE
Kearney, NE
Lincoln, NE
Norfolk, NE
North Platte, NE
Omaha, NE
Papillion, NE
Scottsbluff, NE
Concord, NH
Manchester, NH
Newington, NH
Salem, NH
Seabrook, NH
Atlantic City, NJ
Bridgewater, NJ
Cherry Hill, NJ
East Brunswick, NJ
East Windsor, NJ
Edgewater, NJ
Edison, NJ
Freehold, NJ
Gillette, NJ
Hackensack, NJ
Jersey City, NJ
Livingston, NJ
Marlton, NJ
Moorestown, NJ
North Brunswick, NJ
Paramus, NJ
Phillipsburg, NJ
Sea Girt, NJ
Shrewsbury, NJ
South Plainfield, NJ
Spring Lake, NJ
Toms River, NJ
Vineland, NJ
Westfield, NJ
Woodbridge, NJ
Woodcliff Lake, NJ
Albuquerque, NM
Farmington, NM
Las Cruces, NM
Roswell, NM
Santa Fe, NM
Henderson, NV
Jean, NV
Las Vegas, NV
Reno, NV
Sparks, NV
Albany, NY
Amherst, NY
Astoria, NY
Bay Shore, NY
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Newburgh, NY
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Charlottesville, VA
Chesapeake, VA
Christiansburg, VA
Colonial Heights, VA
Danville, VA
Dulles, VA
Fairfax, VA
Fredericksburg, VA
Front Royal, VA
Glen Allen, VA
Hampton, VA
Harrisonburg, VA
Lynchburg, VA
Manassas, VA
Martinsville, VA
Mc Lean, VA
Newport News, VA
Norfolk, VA
North Chesterfield, VA
Richmond, VA
Roanoke, VA
Staunton, VA
Sterling, VA
Virginia Beach, VA
Williamsburg, VA
Winchester, VA
Woodbridge, VA
Berlin, VT
Burlington, VT
Rutland, VT
South Burlington, VT
Auburn, WA
Bellevue, WA
Burlington, WA
Centralia, WA
East Wenatchee, WA
Everett, WA
Federal Way, WA
Issaquah, WA
Kelso, WA
Kent, WA
Lynnwood, WA
Puyallup, WA
Redmond, WA
Seattle, WA
Spokane, WA
Tacoma, WA
Tukwila, WA
Union Gap, WA
Vancouver, WA
Appleton, WI
Brookfield, WI
Eau Claire, WI
Fond Du Lac, WI
Green Bay, WI
Greendale, WI
Janesville, WI
Johnson Creek, WI
Kenosha, WI
La Crosse, WI
Madison, WI
Marshfield, WI
Middleton, WI
Milwaukee, WI
Oshkosh, WI
Pleasant Prairie, WI
Racine, WI
Rice Lake, WI
Sheboygan Falls, WI
Wausau, WI
West Bend, WI
Barboursville, WV
Bridgeport, WV
Charleston, WV
Morgantown, WV
Mount Hope, WV
Parkersburg, WV
South Charleston, WV
Triadelphia, WV
Cheyenne, WY
Laramie, WY
Edmonton, Canada
Rocky View County, Canada
St Catharines, Canada
Vancouver, Canada
Waterloo, Canada