‘Pure Gamesmanship’: Victoria’s Secret Owner Hits Back At Sycamore Partners After Bungled Takeover

TOPLINE

L Brands, the parent company of Victoria’s Secret, has filed a legal complaint against private equity investor Sycamore Partners after it tried to terminate a deal to buy a majority stake in the troubled lingerie chain. 

KEY FACTS

Sycamore Partners on Wednesday said the terms of its deal with L Brands had been breached after the coronavirus pandemic, a “material adverse effect”, led to furloughs and the closure of 1,600 Victoria’s Secret and PINK stores around the world—without their permission.

But L Brands maintains that it was transparent with Sycamore on the ways it is working to shield the lingerie business against the impact of the pandemic and accused the firm of “pure gamesmanship”.

As the spat deepens, L Brands filed the claim in a Delaware court on Thursday, claiming that Sycamore’s attempt to end the deal was not valid because the world was aware of the coronavirus crisis when the deal was struck in February.

It added that the “material adverse effect” clause made a specific provision for the impact of the pandemic.

Sycamore Partners’ bid to end its deal to buy 55% of Victoria’s Secret for $525 million has turned into one of the biggest examples of a buyer blaming the pandemic for wanting to pull out of a deal, the New York Times reports.

L Brands added that Sycamore had tried to renegotiate the price of its stake on April 13, before sending the termination notice.

Key background

Sycamore Partners agreed to buy a majority stake in Victoria’s Secret in February, in a move that valued the troubled lingerie brand at $1.1 billion. The deal to rescue the troubled lingerie brand would see L Brands
LB
retain 45% of Victoria’s Secret, while Sycamore would purchase a 55% stake for around $525 million. 

Victoria’s Secret, famous for its annual star-studded fashion show, has seen its fortunes tumble as profits have declined dramatically over the past five years, while it’s share price dropped as much as 75% this year compared to record highs in 2015. 

At the centre of its diminishing appeal is the question of whether its “Angels” image still appeals to consumers increasingly drawn to a less modelesque image and greater size range that competitors, such as Rihanna’s Savage X Fenty lingerie line and ThirdLove are offering.

Further reading

Why L Brands’ $1.1-Billion Price Tag For Victoria’s Secret Looks Too Low (Forbes)

Victoria’s Secret Knows It Has A Problem, But Does It Have Time To Fix It? (Forbes)

Saving Victoria’s Secret Is Possible, But It Won’t Be Easy—Especially With A Private Equity Buyer (Forbes)

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