February 14, 2013, 3:24 PM

Lane Bryant names a new president and CEO

Linda Heasley joins the plus-size apparel retailer from The Limited.

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Plus-size apparel retailer Lane Bryant has named Linda Heasley its new president and CEO, effective Feb. 18. She replaces Brian Woolf, who is retiring.

Heasley comes to Lane Bryant from another apparel retailer, The Limited, where she worked as president and CEO for six years. During her time there, Heasley revamped store product lines, brand positioning and store layouts, launched e-commerce, introduced a plus-size brand and helped launch a national advertising campaign, Lane Bryant says.

“A very focused search process was conducted and the organization was able to attract a number of highly qualified candidates,” says David Jaffe, president and CEO of the Ascena Retail Group, Lane Bryant’s parent company. “Linda is the ideal person to lead Lane Bryant. She has a track record of impressive business results, an engaging and collaborative style, and a passion for the customer.”

Before her work at The Limited, Heasley held numerous senior roles at outdoor apparel and shoe brand Timberland LLC and drugstore chain CVS Caremark Corp.

 “I’m extremely excited about this opportunity,” Heasley says.  “Lane Bryant is an iconic brand and I’m looking forward to being part of its revitalization.”

Ascena Retail Group Inc. operates such apparel and accessory brands Justice, Lane Bryant, maurices, dressbarn and Catherines. Together the brands operate approximately 3,800 stores throughout the U.S., Puerto Rico and Canada.

Ascena Retail Group is No. 171 in the Internet Retailer Top 500 Guide, The Limited is 406,  Timberland is 334 and CVS is 88.

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