Victoria’s Secret Revives Its Image with New Stock Ticker

Victoria’s Secret is ramping up its allure again, introducing a new stock ticker, VSXY, on the New York Stock Exchange following a tough period that hurt its underwear sales.

On Thursday, the lingerie brand unveiled its “Unapologetically Sexy” campaign, announcing the retirement of its previous stock ticker, VSCO, effective June 2.

CEO Hilary Super, who has led the company since 2019, emphasized, “Sexy has always been part of our DNA. What has changed is how intentionally we own it.”

According to the company, the new ticker aligns with its current strategy and showcases confidence in its direction. Super stated, “We own it and are proud of it.” This change comes after a significant transformation aimed at revitalizing the brand, especially after a rebranding that left some loyal customers feeling alienated post-#MeToo.

Back in 2019, the brand distanced itself from its traditional sultry images and paused its famed fashion show to counter criticism related to inclusivity and its connections to Jeffrey Epstein.

As competition grows from brands like American Eagle Outfitters—known for its comfortable, unretouched lingerie—Victoria’s Secret has worked to win back customers. They’ve recently revived their fashion shows and launched the “Very Sexy” line, featuring daring items like garter belts and sheer tops.

The runway has seen a fresh lineup of stars, including gymnast Suni Lee and WNBA player Angel Reese, alongside plus-size models like Ashley Graham. After hosting its second fashion show in December, the brand celebrated its highest quarterly growth in over four years.

Super, who took on the CEO role in September 2024, noted that following the 2025 fashion show, a rush of shoppers returned to buy items at full price, with some styles selling out. Under her leadership, the chain’s same-store sales have dipped only once—quite a turnaround from the previous two years of consistent decline.

Currently, same-store sales have increased by 8% for two quarters in a row, and analysts predict a 12% rise in stock value for this quarter. Since Super’s appointment, the company’s stock has more than doubled, rising 4.9% on Thursday alone.

Victoria’s Secret is set to announce its first-quarter earnings on June 2, coinciding with the debut of the new ticker. Super has acknowledged that the brand’s attempt to be overly sensitive in recent years was misguided. She mentioned in an interview, “The decision was made out of fear.”

Her predecessor, Martin Waters, echoed her sentiment, reflecting on the past perception of the brand as “inappropriate and off-color,” and expressed support for Super’s current approach.