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 sales of its bras and panties.
As part of its “unapologetically sexy” campaign, the lingerie retailer announced Thursday that it will officially 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 leader since 2019, said in a statement.
“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 said the ticker change “follows a transformative period” focused on “fortifying” its brand – after a woke rebrand during the #MeToo movement alienated loyal customers.
In 2019, the company distanced itself from its sultry Angels and took a five-year hiatus from its iconic fashion show as it fended off backlash related to inclusivity and body positivity movements online, as well as its ties to Jeffrey Epstein.
Rivals like American Eagle Outfitters – which owns Aerie, known for comfy lingerie and pajamas and zero photo retouching – swooped in as Victoria’s Secret lost its long-dominant share of the bra and underwear market.
Victoria’s Secret has won back some shoppers since reviving its fashion show and launching a “Very Sexy” line, including risqué items like garter belts, thigh-high stockings and sheer tops.
It has also added some fresh superstars to its runway ranks, like gymnast Suni Lee, WNBA player Angel Reese and more plus-size models like Ashley Graham.
After its December fashion show, its second the hiatus ended, Victoria’s Secret saw its highest quarterly sales growth in more than four years.
Super – who was tapped as the company’s CEO in September 2024 and promised to make the brand “unapologetically sexy” again – said shoppers flocked to stores after the 2025 show, paying full price for bras and panties and selling out some items.
Same-store sales at the chain have dipped only once since Super took the helm. Prior to her tenure, the metric had shrunk every quarter in a row for more than two years.
Now, Victoria’s Secret has seen its same-store sales jump by 8% for two consecutive quarters. Analysts are expecting a 12% rise in the current period.
Shares in the company have more than doubled since Super’s arrival. The stock jumped 4.9% Thursday.
Victoria’s Secret is set to report first-quarter earnings on June 2 before the market opens, when the new ticker will debut.
Super previously admitted the foray into wokeness was a mistake, telling the Wall Street Journal, “the brand got a bit watered down” as it tried not to offend anyone.
“Decisions were made out of fear,” she said.
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.”
[Notigroup Newsroom in collaboration with other media outlets, with information from the following sources]
