Victoria’s Secret is changing its ticker to VSXY

 

Sex sells, but now it also trades: Victoria’s Secret & Co is changing its ticker to “VSXY” on the New York Stock Exchange. The vanity-plate-style makeover is part of a turnaround effort by CEO Hillary Super, who took the job in 2024 to steer the brand back to its former glory as the sexiest place at the mall.

Super said the update will represent a “new era of sexy” for Victoria’s Secret. On June 2, “VSCO” will be retired like a pair of sequined, fold-over Pink yoga pants. Victoria’s Secret peaked in the late 2010s before its swift nosedive in popularity:

  • In its 2019 fiscal year, right before its sales faltered, the brand commanded almost one-third of the bra market, and the company brought in $8.1 billion in annual revenue.
  • Since then, new brands like Savage X Fenty, Skims, and American Eagle have scooped up market share with more inclusive branding, while Victoria’s Secret faced scandals and struggled with an identity crisis as it tried to move forward.
  • By 2024, the brand was bringing in just $6.18 billion in annual sales and controlled just 18% of the market.

Big Picture: Super’s rebound efforts have been working so far. In March, the company reported its third straight quarter of same-store sales growth and said it’s expecting $6.85 billion in full-year sales.—MM


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