Limited Brands Renames Itself as ‘L Brands’ Temporarily

Apparel group Limited Brands has been temporary renamed L Brands while the company decides on a permanent change of name. The owner of the Victoria's Secret lingerie retail business said the name change, announced last Friday, was part of a planned transition process under a requirement associated with its 2007 sale of Limited Stores. It expects to announce a new permanent name for the company in the months ahead, it added.