Victoria’s Secret Will Not Sell Swimwear Any Longer

What happens when you stop selling swimwear in favor of activewear pieces? That’s a question Victoria’s Secret is about to answer apparently very soon, as the renowned American label will not sell swimwear any longer, according to BuzzFeed News. Such sad news spread in the Internet just a few days after the label had unveiled its swimwear part III catalog, announcing the end of an era where Victoria’s Secret was ruling over most of the main swimwear labels (Victoria’s Secret has undeniably long been a go-to source for stylish swimsuits for many women).

Victoria's Secret Will Not Sell Swimwear Any Longer

Although a representative for Victoria’s Secret has yet to confirm the news, less than a month ago the brand announced it was about to not only cut circa 200 jobs, but also to shutter “certain merchandise categories” in order to focus on ‘core’ goods. L Brands, Victoria’s Secret’s parent company, reported lower sales for swimwear last year (mainly in August, when the swimwear line is usually expected to sell the most), and that might be the reason behind Victoria’s Secret’s change, of course. The shocking revelation, which came from an anonymous source, comes after more than two decades of successful and iconic swimsuit catalogs, with pieces modeled by Heidi Klum, Gisele Bundchen, Gigi Hadid and many other A-list supermodels.

With athleisure ensembles all over the place right now, and activewear pieces being sold quite easily, Victoria’s Secret’s willingness to ride the wave appears clear. With Victoria’s Secret PINK yoga pants, hoodies, sports bras and more quite successful in the market now, however, it will be interesting to see how the big sister is going to develop its very own athleisure style. There’s one thing apparent for sure, and PINK is going to stay where it’s at now. Victoria’s Secret’s headquarters revealed that they will reorganize the business into three different divisions, namely Victoria’s Secret lingerie, Victoria’s Secret Beauty and PINK, so those who love the latter can rest assured they’ll continue seeing new PINK collections in future.

Les Wexner, L Brands’ CEO, declared a few weeks ago 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;” which can basically mean all or nothing.

As for the merchandise categories the label’s headquarters are planning to eliminate, there was no specification of any sort either. What we do know, however, is that Victoria’s Secret will stop selling swimwear after 2016, and a lot of VS aficionados are already complaining about the decision on the main social media.

Photo courtesy of Tuula Vintage

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