Stuart Burgdoerfer
Analyst
Yes. Thanks for the question, Omar. So there was significant interest in the brand for the reasons I think that you, Omar, and the capital markets and people generally understand. With that said, as you know, the results of the brand, including the financial results, have been challenged, and that pattern continued in 2019 and is projected to continue certainly for a portion of 2020. And so while an iconic brand with leading positions in key markets, financially -- as you know, as has been reported financially, the business has gone through a very challenging period financially, and again, that continued and accelerated in some regards in the fourth quarter.
And so management with advice from financial and legal advisers and heavy input from the Board as appropriate, a very substantial process was undertaken. And from that, got to the conclusions of a sale of a majority interest and certainly had interest from a number of parties, but through a process that you would understand would occur, got to the deal that we've disclosed with Sycamore.
With respect to the potential of the business and how we thought about it, we felt strongly about retaining a stake. As you mentioned, this is an iconic brand with very strong positions. And with new leadership and new perspective coming from Sycamore who has a lot of experience in the retail sector, as you know, we believe that this business can be stabilized and turned around. And that significant value can be created and specifically for L Brands shareholders through that 45% retained stake. That's part of the sale of the majority interest.
So a thorough process, thoughtful process, meaningful interest, retaining a stake to participate in upside. We have a history in our own past with respect to other transactions that we've entered into in the rationalization of our portfolio, whether it was Alliance Data Systems or Express or other businesses, the sourcing business for Mast, warrants that we had on Lerner, all kinds of different ways that we retained interest in businesses sold, majority interest sold. And in each of those cases, L Brands shareholders benefited from the value created, monetized through that retained interest.
So it's a terrific business. We will be providing significant support to the business, as mentioned, through these transition service arrangements, doing so to try to minimize dissynergies that could otherwise occur if one rushed with respect to those things.
So we think we've got a good form of transaction. We're energized about the future. We have some experience importantly with Sycamore, good experience with them as an organization. And so the combination of all those things, again, through a thorough process overseen by the Board has got us to this outcome. Thank you, Omar.