Ann Arbor, MichiganThe stores were meant to create a comfortable environment for men, with wood-paneled walls, Victorian details and helpful sales staff.Instead of racks of bras and panties in every size, there were single styles, paired together and mounted on the wall in frames. Men could browse for styles for women and sales staff would help estimatethe appropriate size, pulling from inventory in the back rooms.
In 1982, after 5 years of operations, Roy Raymond sold the Victoria's Secret company, with its six stores and 42-page catalogue,grossing $6 million per year, to Leslie Wexner, creator of The Limited, for $4 million. The Limited kept the personalized image of Victoria's Secret intact. Victoria's Secret was rapidly expanded intothe U.S. malls throughout the 1980s. The company was able to vend a widened range of products, such as shoes, evening wear, and perfumes, with its mail catalog issued eight times annually. By the early1990s, Victoria's Secret had become the largest American lingerie retailer, topping one billion dollars.
Beginning in 1995, Victoria's Secret began holding the annual Victoria's Secret FashionShow, which is broadcasted primetime on American television. The show is a lavish event with elaborate costumed lingerie, varying music, and set design according to the different themes running withinthe show. The show attracts hundreds of celebrities and entertainers, with special performers and/or acts every year.
On July 10, 2007, Limited Brands sold 75% of The Limited clothing chain to...