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Limited Brands, Inc. Plans To Expand Distribution of aura


Products to be sold in Victoria's Secret Beauty Stores; Tested at Bath & Body


COLUMBUS, Ohio, Jan. 13 /PRNewswire-FirstCall/ -- Limited Brands (NYSE: LTD) today announced that it will seek to leverage growth opportunities in its aura science brand through an expanded distribution strategy. Based on strong test sales results at 25 Victoria's Secret Beauty stores in 2003, the Company will expand distribution of aura science products to more than 300 Victoria's Secret Beauty stores in 2004. The Company will also expand its test to sell aura science products at selected Bath & Body Works stores.

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"Since launching aura science in 2002, the brand has demonstrated consistently growing customer appeal and we now recognize an opportunity to accelerate its growth through a broader product distribution strategy," said Robin Burns, President and CEO, Intimate Beauty Corporation, Victoria's Secret Beauty and aura science.

The Company will end its test of nine freestanding aura science stores and will close those stores. Shiseido will remain the Company's partner for R&D, product development and manufacturing.

Leslie H. Wexner, Chairman and CEO, Limited Brands, Inc., added: "We've enjoyed a great long-term relationship with Shiseido, leveraging their global experience and beauty expertise. Shiseido is an excellent partner and we look forward to continuing to work with them as we grow the aura science brand to its fullest potential, and look to other ventures with Shiseido."


Limited Brands, through Victoria's Secret, Bath & Body Works, Express, Express Men's, Limited Stores, White Barn Candle Co. and Henri Bendel, presently operates 3,966 specialty stores. Victoria's Secret products are also available through the catalogue and .

SAFE HARBOR STATEMENT UNDER THE PRIVATE SECURITIES LITIGATION REFORM ACT OF 1995: All forward-looking statements made by the Company in this press release involve risks and uncertainties and are subject to change based on various important factors, many of which may be beyond the Company's control. Accordingly, the Company's future performance and financial results may differ materially from those expressed or implied in any such forward-looking statements. The following factors, among others, in some cases have affected and in the future could affect the Company's financial performance and actual results and could cause actual results for 2003 and beyond to differ materially from those expressed or implied in any forward-looking statements included in this press release or otherwise made by management: changes in consumer spending patterns, consumer preferences and overall economic conditions; the potential impact of national and international security concerns on the retail environment, including any possible military action, terrorist attacks or other hostilities; the impact of competition and pricing; changes in weather patterns; political stability; postal rate increases and charges; paper and printing costs; risks associated with the seasonality of the retail industry; risks related to consumer acceptance of the Company's products and the ability to develop new merchandise; the ability to retain, hire and train key personnel; risks associated with the possible inability of the Company's manufacturers to deliver products in a timely manner; risks associated with relying on foreign sources of production; availability of suitable store locations on appropriate terms and other factors that may be described in the Company's filings with the Securities and Exchange Commission. The forward-looking information provided in this press release The Company does not undertake to publicly update or revise its forward-looking statements even if experience or future changes make it clear that any projected results expressed or implied therein will not be realized.

SOURCE Limited Brands

-0- 01/13/2004

/CONTACT: Tom Katzenmeyer, Senior Vice President, Investor, Media and Community Relations of Limited Brands, +1-614-415-7555/

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CO: Limited Brands ST: Ohio IN: FAS REA TEX SU: -0- Jan/13/2004 22:56 GMT

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