Victoria's Secret: first annual growth in VS bras since 2021

Victoria's Secret: first annual growth in VS bras since 2021

Victoria’s Secret & Co. reported its first annual growth in bras sales since 2021, signaling progress in its broader turnaround strategy. The company projected fiscal 2026 net sales of at least $6.85 billion, exceeding the $6.77 billion average analyst estimate, with bra-focused initiatives contributing to the rebound. CEO Hillary Super has prioritized reasserting the brand’s dominance in the category, alongside revitalizing the Pink line for younger consumers and expanding its beauty business.

Recent financial results underscore this momentum. For the fiscal fourth quarter ending January 31, 2026, the company reported revenue of $2.27 billion, surpassing the $2.23 billion estimate, with adjusted earnings per share of $2.77, above the $2.52 forecast. Comparable sales rose 8%, the strongest performance in four years, driven by improved product offerings and marketing. However, the stock fell 6% in premarket trading despite the strong results, reflecting investor caution.

The turnaround follows years of challenges, including declining market share and reputational damage linked to outdated marketing and product strategies. According to analysis, Super’s leadership has emphasized inclusivity, modernizing the brand while retaining its signature glamour. Strategic shifts, such as discontinuing aggressive discounting and refocusing on core categories like bras, have stabilized sales.

Despite these gains, the company faces hurdles, including $119.6 million in impairment charges related to its Adore Me acquisition and ongoing scrutiny of its supply chain costs. Still, Victoria’s Secret’s recent performance suggests its strategy to reclaim relevance in the intimates market is gaining traction.