Headlines

Victoria’s Secret Brings Back Swimwear

Brand expands categories to revive sales

Published

6 years ago

November 26, 2018

kmpeyton

L Brands’ (Columbus, Ohio) Victoria Secret told analysts in a conference call last week that it will be returning its swimwear business based on feedback from its customers.

Its CFO Stuart Bergdoerfer also confirmed that the brand has begun selling boots and will soon sell sunglasses, but declined to elaborate further, although he did reveal that the brand would be pursuing licensing deals, according to the Columbus Dispatch.

Last week the company also announced that it had hired a new CEO, former President of Tory Burch John Mehas, who replaces former CEO Jan Singer.

Victoria’s Secret exited the swimwear, apparel, shoes and accessories business in 2016 to simplify its merchandise offerings.

MasterClass: ‘Re-Sparkling’ Retail: Using Store Design to Build Trust, Faith and Brand Loyalty

HOW CAN WE EMPOWER and inspire senior leaders to see design as an investment for future retail growth? This session, led by retail design expert Ian Johnston from Quinine Design, explores how physical stores remain unmatched in the ability to build trust, faith, and loyalty with your customers, ultimately driving shareholder value.

Presented by:
Ian Johnston
Founder and Creative Director, Quinine Design