Limited Brands Pedges No Cruelly Obtained Australian Wool

April 2005

Columbus-based retail giant, Limited Brands, which operates more than 3,775 stores under The Limited, Express, Henri Bendel, Victoria’s Secret and other major names, has shunned cruelly obtained Australian merino wool.

After PETA showed Limited Brand’s vice president of external communications, Anthony Hebron, video footage of Australian lambs being partially skinned alive during a procedure called mulesing and sheep suffering by the tens of thousands onboard multitiered death ships bound for slaughter in the Middle East, the company pledged that it “will not knowingly sell products which contain Australian merino wool until the practice of mulesing and live exporting end.” With 2005 sales exceeding $9.4 billion, Limited Brands’ decision sends a powerful message to the Australian wool industry that cruelty to animals will not be tolerated.