Cataloger Spotlight
Behind Lane Bryant’s Name Change
Why would Redcats USA, the parent company of the former Lane Bryant catalog, abandon such a recognizable name last November by changing it to Woman Within? Plain and simple: The company’s hand was forced.
As part of its licensing agreement with Limited Brands, the former owner of the Lane Bryant company that sold the catalog division to Brylane (renamed Redcats several years ago), Brylane agreed to stop using the Lane Bryant name for its mail order catalog 15 years after the acquisition, which was last October.
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