September 19, 2008, 12:00 AM

Limited Stores begins selling on the web

The Limited Stores has launched an e-commerce site, replacing a site that let consumers locate items in store inventory. The new site, which Limited Stores opened in time for the holiday shopping season, features an outfitting guide and a store locator.

Katie Evans

Managing Editor, International Research

The Limited Stores has launched an e-commerce site, replacing a site that let consumers locate items in store inventory.

The new site, which Limited Stores opened in time for the holiday shopping season, features a full selection of in-store apparel, as well as extended sizes, an outfitting guide and a store locator.

The inventory on Limited.com will include a selection of pants in short, regular and long lengths, select pant styles in sizes 14 through 18, and select extra-large tops. Site visitors can search by category or keyword. The online store replaces the previously offered "Limited Delivers" program, which located styles and sizes at store locations and delivered them to the customer`s home.

“We are making every effort to reward loyalty by offering an additional shopping experience that provides a wide sampling of chic apparel through a functional online channel,” says Linda Heasley, CEO of Limited Stores, which used interactive marketing and web site design firm Resource Interactive to build the new site.

In July 2007 Limited Brands transferred a 75% ownership interest in its Limited Stores business to affiliates of Sun Capital Partners. In exchange, Sun Capital Partners contributed $50 million of equity capital into the business and arranged for a $75 million credit facility.

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