The company was founded in San Francisco, California, USA in 1977 and is now owned by the successor Limited Brands company. Since the takeover the company has been based in Columbus, Ohio though it has at times sought to foster an image of being British. Victoria's Secret sales were of more than US$ 2.4 billion through their 900 retail stores in the United States in 2005. All stores of retail marketer Limited Brands are corporately owned. Victoria's Secret brand products are also available through the catalogue business, Victoria's Secret Direct, with Victoria's secret sales of approximately US$870 million. The company gained notoriety in the 1990s after it began to use supermodels in their advertising and fashion shows. Victoria's Secret has a flag-ship store in New York City's Herald Square. Victoria's Secret brand has grown to be synonymous with romantic, stylish and feminine lingerie, and has seen an astonishing growth rate since its humble beginnings. The exceptional growth rate that this retail marketer has seen is certainly testimony to the power of the mail order business and proof that women still look for intimate lingerie that promotes a feeling of romance, sensuality and pleasure. However, some believe the Victoria's secret sales were achieved by virtue of aggressive marketing. Today Victoria's secret brand is owned by Limited Brands (formerly the Limited) and consists of the Express, Bath and Body Works, The Limited, The White Barn Candle Co, Aura Science, Henry Bendel and of course Victorias Secret. There is an organic synthesis between these companies which adds to the winning performance of the retail marketer group as a whole together with the 360-degree approach towards the integration of marketing and operations. Victoria's Secret brand lingerie has a reputation for being glamorous, sexy and sensual. Its design team have been at times inspirational. Its collections are sophisticated, and fashion inspired and offers a powerful combination of sexy, feminine and sometimes provocative underwear to women. Victoria's Secret brand collection is a subtle and very pretty blend of Lace and Matt items made available in such colours as tea rose, smoky blue, and antique brown, very soft both on the eye and in the fit. The Sequin Balconet Bra and V-string set, features delicate fern embroidery and the innovative unlined underwire cups inspired by corset boning, together with the very sheer look makes this particular set very provocative, and very sexy. The entire range has mix and match functionality that strives to combine comfort with sex appeal and charm. The retail marketer collection consists of nine different bras including a lace demi bra, front close push up bra, plunge bra and full coverage bra. Other items in the collection enhanced Victoria's secret sales such as gorgeous Lace teddy with detachable garters, two very pretty lace camisoles one with lined cups, and the very popular lace tanga complimented by matt low rise briefs and a string. Victoria's secret brand is a stark opponent to the wide-spread principles of unisex. Feminine self-perception is the goal that is easily achievable with the help of Victoria's secret brand lingerie.