Limited Brands is pleased to offer a Direct Purchase and Dividend Reinvestment Plan (the "Plan") for the shares of common stock of Limited Brands, Incorporated ("LTD") through BNY Mellon Shareholder Services ("BNY Mellon"). The Plan, BuyDIRECT, provides a way to purchase shares of common stock directly from Limited Brands at the current market value. Nonshareholders may purchase their first shares of Limited Brands common stock through the Plan, and shareholders may increase their shareholding by reinvesting cash dividends and through optional cash investments.

BuyDIRECT Plan Features include:

Investors can make their initial purchase directly through BNY Mellon as Transfer Agent for LTD, and Administrator for the BuyDIRECT Plan. The minimum initial investment for new investors is $200 and, once enrolled, participants can make additional optional cash investments in LTD common stock through the Plan for as little as $50. A one-time enrollment fee of $10 along with the initial investment applies. Please consult the plan brochure for complete details.

Participants may choose to purchase additional shares of LTD common stock by investing all or a portion of their cash dividends. Alternatively, you may choose to receive cash dividends directly.

In lieu of physical certificates, shares will be held in book-entry form. You will receive statements and confirmations reflecting your transaction history. You may, however, request the issuance of physical certificates at any time via a toll-free number, website or by mail.

Shares of LTD that you currently hold in certificated form may be deposited directly into your Plan account. The Bank will credit these shares to your Plan account in book-entry form. You can withdraw or transfer all or a portion of your shares at any time.

All or a portion of your shares of LTD that are held through the Plan may be sold directly through the Plan without having to issue a certificate.

BuyDIRECT offers a convenient and flexible way of purchasing and selling shares of LTD common stock, and can be accessed through the BNY Mellon's website at www.bnymellon.com/shareowner/isd to provide access to your holdings 24 hours/7 days and provide the following transactional capabilities to meet your schedule:

• Existing shareholders can enroll for dividend reinvestment
• Interested investors can perform their initial purchase directly through BNY Mellon as transfer agent for Limited Brands
• Sign up for recurring optional cash investments by EFT or check drawn on a U.S. Bank
• Sell shares
• Sign up for direct deposit of dividends
• Change of address

Plan details are in a prospectus, which may be viewed online at www.bnymellon.com/shareowner/isd or requested in a hard copy by calling 1-866-353-7849.