Victoria's Secret Will No Longer Sell Bikinis

They are pulling out of the swimsuit market in order to focus more on activewear.

Victoria's Secret
Victoria's Secret

Victoria's Secret is almost as well known for swimsuits as it is for lingerie. For the last two years, the brand has even produced a splashy TV swim special for CBS to showcase the collection. That's all over now, though. According to BuzzFeed News, Victoria's Secret will stop selling swimwear after this year, replacing at least some of that space in its stores with activewear. 

Victoria's Secret's parent company L Brands said early last year that swimwear represented roughly $500 million in business for the brand annually, but reported lower-than-expected sales for swimwear last August. 

Les Wexner, the CEO of L Brands, said in a statement earlier this month that the company was "making these changes to accelerate our growth and to strengthen the business for the long term by narrowing our focus and simplifying our operating model."

Victoria's Secret also said earlier this month that they will be moving away from its iconic catalogs and reorganizing the business into three divisions: Victoria's Secret lingerie, Victoria's Secret beauty, and Pink. 

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