L Brands on Thursday said it would to sell its luxury lingerie brand La Senza to an affiliate of private equity firm Regent LP, capping a month's long effort to sell the loss-making business. Read more: These up-and-coming underwear labels are threatening to upend Victoria's Secret. The company, which had said it was exploring options for La Senza business in October, expects to complete the transaction in January.
Public service announcement : the La Senza sale has arrived! And, having spent a good few hours going a little lingerie cray, we can safely say it is well and truly LIT. With a massive selection of bras, panties, sleepwear, underwear-as-outerwear-because-YOLO and more, this sale is not one you want to miss.
The British arm of lingerie chain La Senza has called in administrators for the second time in two-and-a-half years in a move that could lead to hundreds of job losses. The chain was a franchise so its failure means ownership of the brand reverts to American lingerie giant Limited Brands, which also owns Victoria's Secret. The situation means the retail chain is likely to be broken up with stores sold to rival retailers.
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The closures are expected to come as part of a major rationalisation by the chain, which will see around half of its stores and concessions across the UK and Ireland close their doors. It is not yet known how many jobs will be lost by the closures. It employs 2, staff at stores and 16 concessions.
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La Senza's new range, which is aimed at youngsters aged between five and 12, contains lacy cropped tops with adjustable straps and pink frilly pants with love-heart details. Most of the bra-like tops, which stop just above the midriff, are crossed over at the front to imitate adult underwear. Under fire: Critics claim La Senza's new lingerie range, revealed on its website, 'sexualises' youngsters. The garments are advertised on the store's website, which says: "Introducing La Senza's latest collection — La Senza Girl, why should grown-ups have all the fun?
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