The Rise of Victoria’s Secret

victoria secret

One of the world’s most famous brands, Victoria’s Secret, was founded by Roy Raymond in 1977. After a disastrous experience shopping in department stores, Raymond decided to open his own store to offer sexy and provocative garments for women and men. In the beginning, the company only had a handful of stores, but by 1985 it had over 600. Today, the company boasts a huge mailing list and sales of $2 billion.

In the beginning, the company had no plans to expand its business and remained largely unnoticed by women who found motherhood seductive. But that’s changing, as the company recently launched a new campaign on Mother’s Day, featuring a model who is nine months pregnant. Eventually, the company will also sell nursing bras. And, to further sway new consumers, the company has begun working with new partners to expand its market. Expect new partnerships in the coming year.

The brand also offers an exclusive Special Occasions line for women. These products offer the ultimate in luxury and are marketed to the core Victoria’s Secret customer. These products include shoes, frames, and bedding, all bearing the iconic heart logo. Intimate Brands, Inc. (IVB) owns the company’s shares. Victoria’s Secret was founded in 1952 by a group of entrepreneurs. Their goal is to create an inspirational lifestyle for women.

The company has also stepped up efforts to improve its diversity. The company hired seven women in October 2012 as part of the VS Collective, a group of female executives that will advise the brand, promote its Instagram page, and participate in a new line of lingerie. They will serve as the brand’s first trans model, Valeria Sampaio. The decision to hire a trans woman was controversial and led to the resignation of Victoria’s former chief executive, Ed Razek. The company also appoints a transgender woman, Yasmeen Ghauri.

In 1996, Victoria’s Secret separated its bath and body products from lingerie and launched a separate sales force for fragrances. The company also redesigned its stores to mimic 19th century England. These sales strategies resulted in the growth of the fragrance division, which grew to 430 side-by-side stores alongside Victoria’s Secret stores and 21 stand-alone stores. The company continues to innovate and diversify its product offerings.

The company’s growth has been explosive. In four years, the company doubled its sales and revenues. The company reached $3.6 billion in 1997. Victoria’s Secret’s net sales in 1997 were $1.7 million, and comparable-store sales rose 11 percent. However, sales of the company’s other brands have been stagnant. With the launch of the Angels, the brand managed to maintain a high profile and attract new customers.