The Limited, Inc. Changes Name to Limited Brands;

                     Reaffirms Long-term Strategy  
  COLUMBUS, Ohio, May 20 /PRNewswire-FirstCall/ -- In a move to further 
emphasize the Company's commitment to building a family of the world's best 
fashion brands, The Limited, Inc. (NYSE: LTD) today announced its decision to 
rename the company Limited Brands.  
(Photo:  http://www.newscom.com/cgi-bin/prnh/20020520/CLM001 )  
"The business has evolved from a group of specialty stores to some of the 
most recognizable brands in retail and that justifies a more active and vital 
descriptor," commented Limited Brands Chairman and Chief Executive Officer 
Leslie H. Wexner. "Through the hard work and commitment of our associates, the 
loyalty of our customers and the confidence of our shareholders, what was once 
a collection of specialty businesses has been transformed into a truly unique 
and vibrant portfolio of retail brands. The name Limited Brands more clearly 
describes who we are today, and is indicative of our strategy and commitment 
to brands going forward."  
The name change is effective immediately.  The Company's New York Stock 
Exchange ticker symbol will remain "LTD."  
This change follows the acquisition of all outstanding shares of Intimate 
Brands stock earlier this year.  The recombination of these businesses brought 
together some of the most important brands in apparel, lingerie and personal 
care including Express/Express men's, Victoria's Secret and Bath & Body Works. 
Other Limited businesses include Limited Stores, Lerner New York & Company, 
The White Barn Candle Co., Henri Bendel and aura science, a recent joint 
venture with Japanese cosmetics power, Shiseido Co., Ltd.  
Last year alone, two of the Company's investments were listed publicly 
(Alliance Data Systems and Galyan's Trading Company), Lane Bryant was sold, 
113 oversized and/or under performing stores were closed and the process of 
integrating and repositioning Structure, the Company's men's business, into 
the Express brand, as Express men's was initiated.  
Limited Brands began simplifying its business in 1995 through a series of 
divestitures, spin-offs and store closings.  Between 1995 and 2000, the 
Company took public Intimate Brands, split-off Abercrombie & Fitch, and spun- 
off Limited Too.  Other transactions included the sale of Brylane, 
Penhaligon's and non-retail retail estate, as well as the closing of more than 
1,200 stores, including the Cacique lingerie business and five Henri Bendel 
stores.  The Company also securitized $1.2 billion in credit card receivables 
and repurchased over 300 million shares of Limited stock.  
  About Limited Brands:  
Limited Brands, through Victoria's Secret, Bath & Body Works, Express, 
Express men's (Structure), Lerner New York, Limited Stores, The White Barn 
Candle Co., aura science and Henri Bendel, presently operates 4,602 specialty 
stores.  Victoria's Secret products are also available through the catalogue 
and www.VictoriasSecret.com .  
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SOURCE  Limited Brands  
-0-                             05/20/2002  
/CONTACT:  Anthony Hebron, Director, External Communications of Limited 
Brands, +1-614-415-7555/  


    /Photo:  NewsCom:  http://www.newscom.com/cgi-bin/prnh/20020520/CLM001 
             AP Archive:  http://photoarchive.ap.org 
             PRN Photo Desk, 888-776-6555 or 212-782-2840/ 
    /Web site:  http://www.LimitedBrands.com/ 


(LTD)  
CO:  Limited, Inc.; Limited Brands 
ST:  Ohio 
IN:  REA 
SU:  
-0- May/20/2002 12:07 GMT