diversification, retailers become active in businesses outside their normal
operations—and add stores in different goods/service categories. To expand
beyond its core business, Limited Brands (parent of The Limited) developed
Express (targeting young women), Bath & Body Works (toiletries), and White
Barn Candle (high-quality candles, home fragrances, and accessories.). It also
acquired Victoria’s Secret (a mail-order, store, and Web lingerie business) and
Henri Bendel (upscale women’s clothing). Figure 5-5 illustrates a new WilliamsSonoma
concept: west elm