Women’s Wear Daily
04.16.2014
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fashion-scoops

Celebrating 'The Wizard of Oz'... Maria Pinto's Olympic Style...

There was no place like Tavern on the Green in New York to commemorate the 70th anniversary of “The Wizard of Oz.”

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LIMITED ENGAGEMENT: The last time a Limited store was seen in Manhattan was 1999. Now, after a 10-year absence, The Limited will make a brief appearance via a pop-up shop at 134 Spring Street in SoHo from Oct. 14 to 17. Forenza, the private label collection The Limited endowed with a romantic Italian-sounding name and fictitious designer, Maria Pia, is being relaunched at the pop-up before being rolled out. Leslie Wexner launched The Limited in 1963 as the cornerstone of his Limited Brands. But The Limited stores underperformed for years as other concepts, such as Victoria’s Secret, took off and captured more of Wexner’s attention. In 2007, Wexner agreed to transfer 75 percent ownership of the chain to Sun Capital Partners. Sun clearly sees potential in The Limited. Chairman and chief executive officer Linda Heasley has been working to refocus the merchandising strategy while gaining a better handle on customers’ needs.

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