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 Limited Brands which operates and owns La Senza stores
in Canada and uses a franchise model for the operation of stores outside Canada.
History Since its first store opened in 1990, the
company has grown to include more than 300 stores in Canada.
A further 487 stores under the La Senza brand operate in 45 other countries worldwide via
licensing, franchise, and cooperation agreements.
In 2006 La Senza was purchased by Limited Brands of Columbus, Ohio for $628 million
in cash.
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.
Paphitis left the board and is no longer a shareholder, and in the Spring of 2011 set
up the new lingerie firm Boux Avenue.
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.
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.
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.
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.
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.
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!"
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.
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.
References
External links
Official website