UPDATE: Just a month after hearing that the brand will no longer sell swimwear, we’ve got more bad news. Victoria’s Secret will no longer sell clothes, shoes or accessories, either. Yep, as with the decision to cut swimwear, the brand hopes to save money and focus on lingerie, beauty and VS Pink.
It’s not all bad news, though – the site is currently stocking swim, clothes, shoes and accessories with HUGE discounts. See ya there…
25/4/16: Sure, Victoria’s Secret is primarily hailed for its lingerie line, but the swimwear range is one we just can’t get enough of. The news? This is about to become more than just a figure of speech.
After reporting a decline in swimwear sales last summer, BuzzFeed says that the company is set to axe swimwear in favour of activewear by the end of this year. We KNOW. How ever will we get our ‘Itsy’ brief, ‘Bombshell’ bra and ‘Hottie Halter’ fix?! What will we do without our annual get-off-your-behind-and-exercise-before-you-turn-into-a-potato pick me up (more formally known as the Victoria’s Secret swim shoot)?!
Les Wexner, the CEO of L Brands – Victoria’s Secret’s parent company – explained the move in a statement earlier this month: “The company is making these changes to accelerate our growth and to strengthen the business for the long term by narrowing our focus and simplifying our operating model.”
Meanwhile, the brand’s recently departed CEO, Sharon Jester Turney, added: “Swim has been my biggest disappointment, and we did it to ourselves,” when asked how the department was doing last summer. We just. Don’t. Get. It.
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The brand first introduced swimwear back in 1994, and the category has gone from strength to strength since. Adriana Lima, Candice Swanepoel, Gigi Hadid, Miranda Kerr… They’ve all become a part of the Victoria’s Secret swimwear staple, but while the brand reported that swimwear accounted for 6.5% of all Victoria’s Secret sales, the decline between 2014 and 2015 has been a lot more dramatic.
So while we’ll be snapping up as much of the collection as humanly possible, the business will be reorganising itself into three divisions: Victoria’s Secret lingerie, Victoria’s Secret beauty and Pink. RIP, swim.