Limited Brands Adopts Temporary Name Change

Limited Brands will be known temporarily as "L Brands"

Limited Brands will be known temporarily as “L Brands”

Columbus, OH—Springtime is known as time to renew and refresh so maybe that explains recent corporate name changes.

Last Friday, PPR, the Paris-based luxury and sports brands conglomerate, confirmed it would be changing names to “Kering.”

And today, Limited Brands, parent to Victoria’s Secret and Henri Bendel, announced it would be adopting a temporary name change—as “L Brands.”

The company effected its name change by merging a wholly-owned subsidiary of the company into the parent. It did not disclose further details about the structure of the existing company. The merger did not require stockholder approval and the ticker symbol (LTD) will remain the same.

Much like Kering, L Brands is seeking a name that better reflects its business. The “Limited” in its name refers to Limited Stores, LLC, which was sold to private equity firm, Sun Capital Partners Inc., in 2010. So “Limited” Brands didn’t accurately reflect the company’s current holdings anymore.

L Brands intends to announce its permanent name in the next few months.


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Jeff Prine

Jeff Prine, Editor at Large, Accessories Magazine
Jeff returns as a regular contributor to Accessories magazine. Initially Jeff worked as senior editor at Accessories more than 20 years ago and his love of the industry has followed him until present. Since his tenure here, Jeff has continued to report jewelry, watch and other luxury goods trends as executive editor at Modern Jeweler magazine, fashion director at Lustre, and as contributor on products and trends for consumer and trade publications and websites. In addition to his editorial experience, Jeff also served as an adjunct instructor for accessories merchandising at Fashion Institute of Technology.