Victoria's Secret

Victoria's Secret. It is an American designer, manufacturer, and retailer of women's lingerie, sleepwear, and beauty products. Founded in 1977, the company grew from a single store to become the largest lingerie retailer in the United States, known globally for its marketing and annual fashion spectacle. Its evolution has been marked by significant shifts in branding, corporate structure, and public perception.

History

The company was founded in 1977 by Roy Raymond in San Francisco, with the initial concept of creating a comfortable environment for men to purchase lingerie. The first store was located at the Stanford Shopping Center in Palo Alto, California. In 1982, Raymond sold the company to Leslie Wexner, founder of The Limited (later L Brands), for approximately $1 million. Under Wexner's leadership and the merchandising direction of Grace Nichols, it rapidly expanded throughout the 1980s and 1990s, transforming into a mall-based retail powerhouse. A significant shift occurred in the 1990s under the guidance of Ed Razek and the photography of Herb Ritts, which established its iconic visual identity. In 2021, it was spun off from L Brands as an independent public company, Victoria's Secret & Co., following years of declining sales and public controversy.

Products and brands

Its core offerings include bras, panties, lingerie, sleepwear, and athleisure, sold under various sub-brands and collections. Key lingerie lines have included the very popular Body by Victoria and the push-up bra line The Miracle Bra. The company also launched PINK, a separate lifestyle brand targeting a younger demographic with loungewear and collegiate apparel. Other product categories have included fragrances, such as the Bombshell scent, and beauty products under the Victoria's Secret Beauty umbrella. It has frequently collaborated with designers and celebrities, including partnerships with Swarovski and collections inspired by figures like Serena Williams.

Marketing and fashion shows

Its marketing strategy became world-famous through the annual Victoria's Secret Fashion Show, a televised spectacle featuring the company's "Angels"—a roster of supermodels under exclusive contract. Notable Angels have included Tyra Banks, Gisele Bündchen, Adriana Lima, and Heidi Klum. The show, held in locations like New York City, Paris, and Shanghai, and broadcast on networks like CBS and ABC, featured musical performances by artists such as Taylor Swift, Rihanna, and The Weeknd. The associated marketing imagery, often shot by photographers like Russell James, defined a specific "fantasy" aesthetic for decades. Following criticism, the fashion show was canceled after 2018 and was relaunched in 2023 as a film titled The Victoria's Secret World Tour.

Corporate affairs

For most of its history, it operated as the core subsidiary of L Brands, which also owned Bath & Body Works. Its corporate headquarters are in Reynoldsburg, Ohio, with major offices in New York City. Key executives have included CEOs Sharen Jester Turney and, later, John Mehas. In 2019, longtime Chief Marketing Officer Ed Razek resigned. The company's ownership structure changed significantly with the 2021 spin-off, creating an independent, publicly traded entity on the New York Stock Exchange. It operates numerous retail formats, including full-line stores, outlet stores under the Victoria's Secret Outlet banner, and an international presence in markets like Canada and China.

Criticism and controversies

It has faced extensive criticism for promoting unrealistic body standards, lack of size inclusivity, and a corporate culture scrutinized during the Me Too movement. Its former CEO Leslie Wexner's close association with convicted sex offender Jeffrey Epstein drew significant negative attention and led to Wexner's departure from the board in 2020. The company has also been accused of cultural insensitivity, such as the use of Native American headdresses in a fashion show and a marketing campaign in China that sparked backlash. In response to falling sales and changing consumer values, it initiated a rebranding effort in 2021, forming the VS Collective with ambassadors like Priyanka Chopra Jonas and Megan Rapinoe to promote a more diverse image.

Category:American companies established in 1977 Category:Lingerie brands Category:Companies based in Ohio