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. 
(Logo: ) 
"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 . 
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
-0- Jan/13/2004 22:56 GMT
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