La Senza commercial director Beverley Williams has denied that the UK lingerie retailer’s backers are in talks with Limited Brands, the parent company of US-lingerie chain Victoria’s Secret, about a possible sale of the business.

According to the Independent on Sunday, Limited Brands, was in discussion with Lion Capital, the private equity owner of La Senza’s 175 UK shops.

However, La Senza commercial director Beverley Williams said: “We are not talking to Victoria’s Secret about a sale.

“We do chat to each other about business matters, particularly as Limited Brands own some of the La Senza brand worldwide but as for Victoria’s Secret talking to us about a sale, that is completely untrue.”

Lion Capital, which bought La Senza UK from Dragon’s Den entrepreneur Theo Paphitis in 2004 and owns 100% of the retailer’s long-term debt, declined to comment.