The inventory market simply received an entire lot sexier.
Victoria’s Secret will start buying and selling below a brand new ticker image, VSXY, on June 2. The lingerie retailer stated on Thursday that this transformation is meant to make it clear that the model stands for sexiness.
The corporate has traded below the ticker image VSCO on the New York Inventory Change since 2021, when it break up off from L Brands.
CEO Hillary Tremendous emphasised that Victoria’s Secret’s definition of attractive remains to be body-positive.
“Horny has all the time been a part of our DNA,” Tremendous stated on Thursday. “What’s modified is how deliberately we’re proudly owning it. Not by telling girls what attractive needs to be, however by reflecting it again to them in a manner that feels genuine, expansive and trendy.”
Tremendous, who became CEO in 2024, has overseen a turnaround at Victoria’s Secret, each to its picture and its share value.
The corporate’s inventory has surged since Tremendous’s arrival, leaping from round $16 to a peak of over $65 in early 2026. It has since fallen to round $50 however stays up by greater than 120% over the previous 12 months.
Alongside the rising share value, Tremendous has overseen the lingerie retailer’s return to the actual model of attractive it was recognized for within the early 2000s, with racy style exhibits that includes fashions with comparable, skinny physique varieties.
As body positivity and the #MeToo motion took maintain within the 2010s, Victoria’s Secret was seen as failing to maintain tempo with altering instances.
The corporate started to lose its luster as different, extra body-positive lingerie manufacturers emerged and began taking the lingerie large’s market share.
In 2014, Victoria’s Secret’s “Perfect Body” advert marketing campaign was closely criticized for that includes fashions with the identical physique sort. It subsequently dropped the slogan and altered it to “A Physique For Each Physique.”
The corporate tried to overtake its model picture in 2019. Victoria’s Secret started hiring extra fashions with completely different physique varieties, and employed its first overtly transgender model.
Tremendous has continued the model’s body-positive trajectory whereas additionally aiming to embrace the intercourse issue that made Victoria’s Secret so widespread.
Her strategy is paying off. In March, Victoria’s Secret reported that fiscal 2025 gross sales elevated 5%.
“VSXY is a marker of who we’re right now,” Tremendous stated. “An organization standing absolutely in our identification and dedicated to inspiring confidence, sparking pleasure and celebrating attractive in all its varieties.”
