Victoria’s Secret brings sexy back with VSXY – Business News
Victoria’s Secret is bringing sexy back with a new VSXY ticker on the New York Stock Exchange after a failed flirtation with wokeness tanked gross sales of its bras and panties.
As half of its “unapologetically sexy” marketing campaign, the lingerie retailer introduced Thursday that it’ll formally toss out its VSCO stock ticker in favor of the new, ostensibly sexed-up one on June 2.
“Sexy has always been part of our DNA. What’s changed is how intentionally we are owning it,” CEO Hillary Super, the company’s fourth chief since 2019, mentioned in a assertion.
The lingerie model mentioned the new ticker “aligns with our strategy and the progress we’ve made.” Victorias Secret & Co.
“VSXY is recognizable and aligns with our strategy and the progress we’ve made. It reflects our conviction and confidence in this work. We’re owning who we are, and we’re proud of it.”
Victoria’s Secret mentioned the ticker change “follows a transformative period” centered on “fortifying” its model – after a woke rebrand during the #MeToo motion alienated loyal clients.
In 2019, the company distanced itself from its sultry Angels and took a five-year hiatus from its iconic fashion show because it fended off backlash associated to inclusivity and physique positivity actions online, in addition to its ties to Jeffrey Epstein.
Rivals like American Eagle Outfitters – which owns Aerie, recognized for comfortable lingerie and pajamas and nil photograph retouching – swooped in as Victoria’s Secret misplaced its long-dominant share of the bra and underwear market.
Victoria’s Secret has received back some buyers since reviving its fashion show and launching a “Very Sexy” line, together with risqué objects like garter belts, thigh-high stockings and sheer tops.
It has additionally added some recent superstars to its runway ranks, like gymnast Suni Lee, WNBA participant Angel Reese and more plus-size fashions like Ashley Graham.
After its December fashion show, its second the hiatus ended, Victoria’s Secret noticed its highest quarterly gross sales growth in more than 4 years.
Model Bella Hadid walks the runway during the Victoria’s Secret Fashion Show final yr. FilmMagic
Super – who was tapped because the company’s CEO in September 2024 and promised to make the model “unapologetically sexy” again – mentioned buyers flocked to shops after the 2025 show, paying full price for bras and panties and promoting out some objects.
Same-store gross sales on the chain have dipped solely as soon as since Super took the helm. Prior to her tenure, the metric had shrunk each quarter in a row for more than two years.
Now, Victoria’s Secret has seen its same-store gross sales soar by 8% for 2 consecutive quarters. Analysts expect a 12% rise within the present period.
Shares within the company have more than doubled since Super’s arrival. The stock jumped 4.9% Thursday.
Hailey Bieber poses in Victoria’s Secret underwear for a marketing campaign. Zoey Grossman/Victorias Secret
Victoria’s Secret is set to report first-quarter earnings on June 2 earlier than the market opens, when the new ticker will debut.
Super beforehand admitted the foray into wokeness was a mistake, telling the Wall Street Journal, “the brand got a bit watered down” because it tried to not offend anybody.
“Decisions were made out of fear,” she mentioned.
Her predecessor, Martin Waters, agreed, saying: “At the time I took over, Victoria’s Secret was regarded as inappropriate and off-color and we had to correct those mistakes … Now, times have changed and I support what Hillary is doing.”
