La Senza

La Senza Corporation
Subsidiary
Industry Clothing
Founded 1990
Headquarters Dorval, Montreal, Quebec, Canada
Number of locations
 252 company-owned stores; 463 franchised stores (January 2011)[1]
Products Lingerie
Parent L Brands
Website LaSenza.com

La Senza Corporation is a Canadian fashion retailer based in Dorval, Quebec that sells lingerie and intimate apparel. The La Senza brand is currently owned by L Brands which operates and owns La Senza stores in Canada and uses a franchise model for the operation of stores outside Canada.[2]

History

Since its first store opened in 1990, the company has grown to include more than 300 stores in Canada.[3] A further 487 stores under the La Senza brand operate in 45 other countries worldwide via licensing, franchise, and cooperation agreements.[4] In 2006 La Senza was purchased by Limited Brands of Columbus, Ohio for $628 million in cash.[5]

La Senza's products focus on lingerie and nightwear but also include loungewear, daywear, and accessories. The concept is similar to that of Victoria's Secret, which is also owned by the Limited Brands corporation.

UK and Ireland

Businessman Theo Paphitis bought the United Kingdom and Ireland franchise, called La Senza UK, and began expanding it, eventually with sub-franchises in parts of the European Union. In July 2006 Paphitis sold the company to private equity company Lion Capital, for a reported £100m.[6] Paphitis left the board and is no longer a shareholder,[7] and in the Spring of 2011 set up the new lingerie firm Boux Avenue.[8]

On 23 December 2011 La Senza UK filed for administration citing "trading conditions" as one of the conditions for closure. The company stated that it had 2,600 UK staff at 146 stores and 18 concessions, and announced plans to close 80 stores.[9]

On 9 January 2012, Kuwait based international retail franchise operator Alshaya announced it had reached agreement to take control of much of the ongoing La Senza business in the UK. Under an agreement with KPMG, administrators to La Senza UK, Alshaya UK Limited acquired exclusive franchise rights for the La Senza brand in the UK for an undisclosed sum. Alshaya said it would retain 60 stores, securing around 1,100 jobs while ensuring the continuation of a strong and popular brand on the UK high street.[10] The deal and subsequent plans for the business, which included new product collections and store redesigns, represented a planned investment of around £100m in the UK retail sector over the next two years by Alshaya.[11][12] Difficult trading conditions however continued and by June 2014 administrators were once again appointed to the struggling UK sector of the La Senza business. By this time the group was under the ownership of Marnixheath, which was operating 55 stores in the UK, employing 752 people.[13]

India

La Senza manufactures some of its products near Kancheepuram in South India.[14] La Senza operates out of malls in India as well.[15]

Labels

Similar to most fashion brands, La Senza owns and operates other labels, including La Senza Girl clothing stores for teenagers as well as clothing for younger children, La Senza Express stores for bras and panties, and La Senza Spirit for activewear.

Lola and Coco

In 2008 La Senza launched Lola and Coco by La Senza, aimed at high school and university students, much like Pink by Victoria's Secret.[16]

Robin Antin

In 2008, the creator of The Pussycat Dolls, Robin Antin, was asked to design a Pussycat Doll-inspired lingerie collection for the La Senza brand. The collection uses fabrics imported from Italy and Spain. Antin says, "The words for me on this collection are flirtatious, fashion, and fun!"[17]

Advertising

Similar to Victoria's Secret, La Senza uses high profiled fashion models to endorse their product. Models such as Lauren Gold, Petra Němcová, Isabeli Fontana, Bianca Balti, Yamila Díaz, Doutzen Kroes, Daniela Pestova, Sophie Anderton, Rebecca Romijn, Caroline Winberg, Emma Heming, Jessica Stam, Maria Sokolovski, and Niclyn Rendall have been featured in an array of campaigns.[18] La Senza does not limit their advertising to high fashion models and often uses high profile celebrities to endorse their brand. Previous celebrities to endorse the brand include Strictly Come Dancing's Tess Daly, Ex Hollyoaks actress, Gemma Atkinson, and English footballer Gary Lineker's wife and commercial print model, Danielle Lineker.[19]

References

  1. ↑ Brands 2010 Annual Report
  2. ↑ Moin, David (20 October 2011). "Wexner Wary of Overseas, Sees Limited Sales of $20B". Women's Wear Daily (WWD). Retrieved 19 December 2012.
  3. ↑ La Senza - About
  4. ↑ La Senza - Limited Brands
  5. ↑ "Limited Tries La Senza on For Size". New York Times. 16 November 2006. Retrieved 26 October 2012.
  6. ↑ "La Senza sold to Lion Capital". fashionunited.co.uk. 2006-07-13. Retrieved 2006-07-13.
  7. ↑ "Theo-Paphitis-considers-La-Senza-rescue.html". 2011-12-18. Retrieved 2011-06-12.
  8. ↑ "dragon-takes-the-plunge-into-lingerie-2296348.html". The Independent (London). 2011-06-12. Retrieved 2011-06-12.
  9. ↑ "La Senza to enter administration in UK". BBC News. 2011-12-23.
  10. ↑ Dunkley, Dan (2012-02-06). "Rescue deals come back into fashion". Financial News (Dow Jones & Company). Retrieved 2012-02-17.
  11. ↑ "Blacks Leisure sold for £20m while La Senza finds buyer". BBC News. 2012-01-09.
  12. ↑ http://www.ameinfo.com/286438.html
  13. ↑ "La Senza lingerie chain in UK goes back to administration". The UK News. Retrieved 3 July 2014.
  14. ↑ Bhalla, Nita (22 May 2012). "These Indian village women know Victoria's secret". Daily News and Analysis (Chennai). Retrieved Jan 2, 2015.
  15. ↑ "Deepika Padukone at La Senza's event". Times of India (Mumbai). 26 January 2012. Retrieved Jan 2, 2015.
  16. ↑ http://www.drapersonline.com/news/la-senza-to-unveil-leisurewear/834144.article
  17. ↑ "Pussycats on the Prowl at La Senza!". Reuters. 2008-08-28.
  18. ↑ http://www.fashionmodeldirectory.com/models/search/?sub=suchwort_suche&suchtyp=kriterien_suche&suchwort_suche_suchbegriff=%20La%20Senza&advanced_search=1&search_in=array&search_in_select[]=advertisements&start=12
  19. ↑ "Lineker's lingerie lovely: Gary's model girlfriend unveiled as the stunning new face of La Senza". Daily Mail (London). 2008-07-16.

External links