Edmonton Journal - - FP EDMONTON -

The par­ent com­pany of La Senza says it is pur­su­ing “al­ter­na­tives” for the be­lea­guered Cana­dian lin­gerie re­tailer af­ter about a decade of own­er­ship. News of L Brands Inc.’s pos­si­ble search for a buyer boosted its shares by 11.7 per cent to an in­tra­day high of nearly US$32 Thurs­day on the New York Stock Ex­change. By Fri­day’s close, the Ohio-based com­pany traded up at US$31.38. L Brands, which also owns Vic­to­ria’s Se­cret and Bath & Body Works, fore­casts La Senza will post an op­er­at­ing loss of US$40 mil­lion and sales of about US$250 mil­lion this year. It has been bat­tling com­pe­ti­tion from Amer­i­can Ea­gle Out­fit­ters’ Aerie as well as newer lin­gerie ri­vals such as Adore Me. Its shares have plunged by about 68 per cent since Oc­to­ber 2015, when they hov­ered at around US$96. L Brands bought La Senza, which was founded in Que­bec, for about US$700 mil­lion in 2007.


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