La Senza
La Senza Corporation is a Canadian fashion retailer that sells women's lingerie and intimate apparel. The La Senza brand is currently owned by Regent which operates and owns La Senza stores in Canada and the United States and uses a franchise model for the operation of stores outside Canada and the United States.[4]
At its peak, La Senza was the dominant lingerie retailer in Canada, with 322 corporate-owned stores across the country in January 2009. It also had 497 franchised international stores at that time, for a total of 819 locations.[5] However, fierce competition by La Vie en Rose and other lingerie retailers resulted in La Senza losing its Canadian dominance, closing 248 domestic locations. As of September 2020, La Senza owns and operates 74 stores in Canada and one in the United States, and has a franchise agreement with 202 international stores, for a total of 277 locations worldwide.[3][6]
History[edit]
La Senza was founded in Canada by Laurence Lewin and Irving Teitelbaum, who opened the company's first store in 1990. In October 2006, La Senza was purchased by L Brands of Columbus, Ohio for $710 million CAD in cash, a company which already owned Victoria's Secret.[7][8][9] By 2013, La Senza closed over two-thirds of its Canadian locations, including redundant and spin-off stores.[10] Reasons for the brand's decline included discontinuing products that Canadians preferred, such as PJs, and to remove internal category duplication with Victoria's Secret. Stuart Burgdoerfer, vice-president and CFO of L Brands, said of La Senza: “There are signs of optimism there, but we are not at all accepting of the current result that we have.”[10] By January 2017, there were 329 La Senza stores worldwide, including 122 in Canada and four in the United States.[11]
As of 2019, La Senza employed over 2,000 associates globally and currently operates 130 company-owned stores in the United States and Canada and an additional 187 stores via its international franchise partners spanning 36 countries across the Middle East, Northern Africa, Latin America, Eastern Europe and South East Asia.
In January 2019, L Brands sold the La Senza business to Regent, a Beverly Hills-based private equity firm controlled by investor Michael Reinstein.[12]
Products[edit]
La Senza's products focus on lingerie and nightwear but also include loungewear, daywear, and accessories. The concept is similar to that of Victoria's Secret, which is owned by La Senza’s previous parent company, L Brands corporation.
Production[edit]
La Senza manufactures some of its products near Kancheepuram in South India.[22] La Senza operates out of malls in India as well.[23]
Lola and Coco by La Senza was a leisurewear collection launched in 2008, promoted by British dance group Booty Luv.[24] Another line launched in 2008 was inspired by The Pussycat Dolls and designed by the group's creator, Robin Antin. The collection uses fabrics imported from Italy and Spain.[25]
La Senza previously owned and operated other labels, including La Senza Girl clothing stores for teenagers as well as clothing for younger children, La Senza Express stores for bras and panties, and La Senza Spirit for activewear.
Models and celebrity endorsements[edit]
Similar to Victoria's Secret, La Senza uses high-profile fashion models to endorse their product. Models such as Ginta Lapina, Lauren Gold, Petra Němcová, Isabeli Fontana, Bianca Balti, Yamila Díaz, Doutzen Kroes, Daniela Pestova, Sophie Anderton, Rebecca Romijn, Caroline Winberg, Emma Heming, Jessica Stam, Maria Sokolovski, and Niclyn Rendall have been featured in an array of campaigns.[26]