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Limited Brands Inc., is considering selling its underperforming apparel chains Limited and Express to concentrate on its Bath & Body Works and Victoria's Secret brands, according to published reports.

Women's Wear Daily reported the Columbus, Ohio-based retailer has a price tag of $1 billion for the pair.

The chain started in 1963 with the Limited before branching out with numerous other specialty retailers including Lerner, Lane Bryant and Abercrombie & Fitch. Over the past five years it has sold those brands except Express and Limited.

The two represented just $2.2 billion of the company's $10.7 billion in sales last year.

“I am a fan of the sale,” said Richard Jaffe, a retail analyst at Stiffel Nicolaus. “Focusing on Victoria's Secret and Bath & Body Works would likely contribute to a higher P/E multiple.”

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