In its latest move to appeal to the masses, Victoria’s Secret is expanding its assortment on Amazon Fashion to include lingerie and apparel. The brand’s Amazon store, which debuted in April 2022, previously featured only beauty products.
Propelled by the desire to “meets customers where they are,” the company plans to now make more than 4,000 items across the Victoria’s Secret and Pink labels available on Amazon, marking the first time the company will sell its lingerie and apparel beyond its own stores. Products will include bras, panties, sleep, swim and loungewear. Select bra and apparel styles also will be eligible for the Amazon Prime Try Before You Buy program, which allows customers to try out items at home before buying them.
“We are thrilled to be expanding our relationship with Amazon,” said Greg Unis, Chief Growth Officer at Victoria’s Secret & Co. in a statement. “Following the success of previous product launches, we have continued to expand our assortment offering with Amazon Fashion and it remains a natural extension of our owned channels.”
A move that most major brands vehemently resisted for years, Victoria’s Secret joins a growing roster of brands acceding to customer demand and selling on third-party marketplaces like Amazon and Walmart, tapping into the convenience, speed and potential new customers these platforms offer.
“One of our missions at Amazon Fashion is to create shopping experiences that connect customers with brands they love,” said Muge Erdirik Dogan, President of Amazon Fashion in a statement. “Adding a wide assortment of lingerie and apparel from Victoria’s Secret to our stores has been a seamless progression of our work together. We look forward to expanding our selection and inventing new ways for our customers to shop.”
Since its spinoff from parent company L Brands, Victoria’s Secret has been making a concerted effort to revamp its image. Other recent moves include the November 2022 acquisition of digitally native intimates brand Adore Me, the new VS & Pink Collective combined loyalty program, the debut of a digital-only tween brand and the introduction of a platform dedicated to women- and minority-owned or -led brands.