Limited Brands Pilots Store Acceptance of Online Purchase Returns

Limited Brands, parent company of Victoria's Secret and Bath & Body Works, will pilot cross-channel returns beginning this fall. Customers who buy an item via the retailer's online or catalog channel will receive credit and be able to complete a store transaction in September, with plans for a more complete rollout in spring 2013.

"We are focused on really putting the power of our $2 billion Internet and catalog business and the store together, actually taking returns in store," said Victoria's Secret Megabrand & Intimate Apparel CEO Sharen Turney during a recent conference call. This new capability, along with its powerful Victoria's Secret brand, "will help us and enable us to drive traffic," she added.

In Q1, which ended April 28, Limited Brands' net sales of $2.15 billion were 2.9% lower than the same period in 2011, but comp store sales rose 7% during the quarter. The positive results were driven by the company's marquee brands, Victoria's Secret and Bath & Body Works, which "delivered record results against very strong performance last year," according to CFO Stuart Burgdoerfer.

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