owned by The Limited, Inc.. There were six Henri Bendel stores as of year-end 1997. Lerner NewYork:This division sells fashionable women's sportswear for "value-minded customers." The store created a brand called NY & Co. There were 746 Lerner stores in operation as of year-end 1997 in malls and shopping centers across the U.S.Lane Bryant:Lane Bryant had been in operation for 80 years and was actually larger than The Limited, Inc. at the time of purchase in 1982. Lane Bryant's market is middle-aged-women between 30 and 50. The store specializes in the sale of medium-priced clothing, intimate apparel, and accessories for the "special-sized woman" (sizes 14 and up). Nearly all Lane Bryant stores originally were located in regional shopping centers, but Wexner has shifted Lane Bryant stores to mall locations near the other Limited stores. There were 773 Lane Bryant stores as of year-end 1997.Emerging Brands:Structure:The Limited, Inc., began testing the market for men's fashions by offering "Express for Men" in Express stores beginning in 1987. Sixty-nine Structure stores opened in 1989 and by the end of 1997, there were 54 stores. Structure stocks good-quality, affordable clothing in the latest styles. The target customer is in his mid-twenties and "urban, active, young, and creative." Structure stores generally open into Express stores so customers can shop in both stores without having to exit to the mall.Limited Too:The market for girls' clothing (sizes 6-14) was tested by The Limited in the late 1980s when the Limited Too brand was offered in The Limited's flagship store. Sixty-two stores opened during 1989, and by the end of 1997, there were 312 Limited Too stores. Clothing sold in Limited Too stores is stylish - the newest in colors, prints, and fabrics-and moderately priced.Galyan's Trading Company:In 1995, The Limited, Inc., acquired six Galyan's stores for $18 million in cash and stock. The company had a total of 11...
