Victoria’s Secret expands with Amazon

The partnership began in April 2022 with the launch of cosmetics sales.

U.S. lingerie brand Victoria’s Secret is expanding its products on Amazon as part of a partnership with the Internet giant. Shortly, the platform will have more than 4 thousand additional products, including clothing and lingerie by VS. According to the company’s press service, bras, lingerie, sleep, bathing and leisure wear will appear on sale on Amazon.

Victoria’s Secret CEO Martin Waters announced plans to begin selling lingerie and apparel on Amazon, noting that the company is looking to “expand distribution channels” to maximize customer reach.

The collaboration began in April 2022 with the launch of cosmetics sales. Initially, there were only 120 products on Amazon. The partnership with Amazon is the first time Victoria’s Secret lingerie and apparel have been available through a U.S. retail partner.

“We are thrilled to be expanding our relationship with Amazon,” Greg Unis, chief growth officer at Victoria’s Secret, said 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.”

It was reported that Victoria’s Secret sales fell 5.2% in the first quarter of 2023 and comparable sales fell 11%. The biggest declines were in stores in the U.S. and Canada. The manufacturer is preparing to relaunch the Pink brand, with sales set to begin at the end of the second quarter of 2023.