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La Senza Corporation
Type Subsidiary of Limited Brands
Founded 1990
Headquarters Dorval, Quebec
Industry Retail
Products Lingerie
Website www.lasenza.com

La Senza is a Canadian fashion retailer based in Dorval, Quebec, Canada, which sells lingerie and intimate apparel. The La Senza brand is currently owned by the Limited Brands.

Contents

History

Since its first store opened in 1990, the company has grown to include more than 300 stores in Canada.[1] A further 487 stores under the La Senza brand operate in 45 other countries worldwide via licensing, franchise, and cooperation agreements.[2] La Senza is wholly owned by Limited Brands of Columbus, Ohio.

La Senza's products focus on tasteful lingerie and nightwear but also include loungewear, daywear, and accessories. The concept is similar to Victoria's Secret, which is also owned by the Limited Brands corporation.

In the United Kingdom and Ireland (with sub-franchises in parts of the European Union), La Senza stores have been separately owned since July 2006 by Lion Capital, a private equity company. Theo Paphitis is on the board of the La Senza U.K. business, and retains a minority shareholding in that company.

Labels

Similar to most fashion brands, La Senza owns and operates other labels, including La Senza Girl clothing stores for teenagers as well a clothing for younger children, La Senza Express stores for bras and panties, and La Senza Spirit for activewear.

Lola and Coco

La Senza has recently launched a line called Lola and Coco by La Senza that is aimed at high school and university students, much like Pink by Victoria's Secret. Beauty by Victoria's Secret has also become widely available at La Senza stores.

Robin Antin

In 2008, the creator of The Pussy Cat Dolls, Robin Antin, was asked to design a Pussy Cat Doll-inspired lingerie collection for the La Senza brand. The collection uses luxurious fabrics imported from Italy and Spain. The line ranges from girly and flirtatious to sexy and glamorous intimate apparel. Antin says, "The words for me on this collection are flirtatious, fashion, and fun!" [3]

Advertising

Similar to Victoria's Secret, La Senza uses high profiled fashion models to endorse their product. Models such as Lauren Gold, Petra Němcová, Isabeli Fontana, Bianca Balti, Yamila Díaz, Doutzen Kroes, Daniela Pestova, Sophie Anderton, Rebecca Romijn, Caroline Winberg, Emma Heming, and Niclyn Rendall have been featured in array of campaigns.[4]. La Senza does not limit their advertising to high fashion models and often uses high profile celebrities to endorse their brand. Previous celebrities to endorse the brand are Sarah Harding[5], Hollyoaks actress, Gemma Atkinson, and legendary English soccer player Gary Lineker's WAG and commercial print model, Danielle Bux.[6]

Controversy

La Senza Girl

In 2008, La Senza has provoked controversy after launching La Senza Girl, which is aimed towards 5-12 year old girls. Parents and critics claim that the line sexualizes children, despite the fact the line was designed to offer young girls "coverage" before they are ready for a training bra.

David Davies, Conservative MP for Monmouth, claimed La Senza was "willing to make profits at the expense of public morality. We currently have the highest level of teenage pregnancy in the whole of Europe and the last thing we need is to encourage further sexual experimentation in young children." [7]

La Senza released a statement refuting that they didn't intend to sexualize children and that their intentions are to create fun and colourful underwear for children.

ITEC

In 2006, the company faced a major law suit with major competitor Victoria's Secret. La Senza launched the ITEC bra, which claimed to be "the world's most technologically advanced bra" because its one-piece design eliminates tags and seams. After the launch of the ITEC, Victoria's Secret sued for copyright infringement claiming the ITEC was a knock off of their popular bra, the IPEX. Despite the controversy, the La Senza shares were up US$10 from 2005 and its profits more than doubled from the previous quarter.[8]

Eva Herzigova

In 2003, Eva Herzigova sued La Senza for a breach of contract. La Senza refused to pay her for a catalog photo shoot because the company did not like her appearance.[9] Herzigova had cut her hair short and lost a substantial amount of weight, which were not the conditions in which they booked her. Herzigova sued La Senza for £20,000 because she felt that she fulfilled her part of their agreement and claimed her new look didn't prevent her from obtaining modeling work.[10]

References

External links








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