Victoria's Secret Bares All About Bath & Body Works Book Feb 22, 2006 6:19 PM
, By Melissa Dowling
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Victoria's Secret Direct, the catalog and Web division of Limited Brands, is mailing its first Bath & Body Works print catalog this spring. President/CEO Sharen Jester Turney says that the company plans to drop more than 2 million copies of the 64-page book in April.
The $2.2 billion Bath & Body Works "had been our heartland brand," Turney says, "but we're trying to make it more modern." For instance, the catalog will have a "spa" feel to the design. The catalog, which will include favorites from the line of bath products as well as new merchandise, marks the first time the brand will have the synergies of a catalog, Website, and stores.
The company only launched a transaction Bath & Body Works Website this past October. What took Victoria's Secret so long to bring this brand to direct? The company wanted to be sure to get it right, Turney says, leveraging the best practices from Victoria's Secret Direct flagship catalog and Web businesses.
