Victoria's Secret Ups Store Size, Opens Units

COLUMBUS, OH-Limited Brands is growing its Victoria’s Secret chain, both with new stores and the addition of square footage to existing units. By adding 35 new stores and doubling the size of 105 exiting units at the 1,003-location chain, the company is increasing its square footage between 8% and 10% this year, up from 2.5% in 2006.

Limited’s 1,550-store Bath & Body Works concept is also getting a boost. The chain is adding 55 units to its portfolio this year, a 3% square footage increase, up from a 1% addition last year.

The company is looking to expand other concepts as well. Executives are looking for more space for the Victoria’s Secret spinoff Pink, as well as its Diva London, Henri Bendel and C.O. Bigelow concepts, together which only operate a handful of stores.