'Sex sells': Victoria's Secret changing ticker to VSXY to lure back customers

Shares of Victoria's Secret will trade under a new ticker symbol, the company has announced. Victoria’s Secret is returning to the idea that “sex sells” as it seeks to restore the brand’s cachet and win back customers, Bloomberg writes. The company’s shares jumped nearly 6% on Thursday.

Victoria’s Secret shares will begin trading on the New York Stock Exchange under the new ticker symbol VSXY on June 2, the lingerie maker said. The company linked the ticker change to a new chapter in its evolution, reflecting who it is and how it engages with customers.

“This isn’t about a stock symbol. It’s about what we stand for,” CEO Hillary Super said in a letter published on the company’s website. “Sexy has always been part of our DNA.” Victoria’s Secret “celebrates sexy in all its forms: not as one look or one definition, but as a feeling every woman owns for herself,” the company said in a press release announcing the ticker change.

Markets were reacting positively to the news: on Thursday, the stock closed up nearly 6% to $50.55 per share.

Over the last decade, Victoria’s Secret, originally known for its bras, lost its dominant position in the category amid mounting competition from other retailers, Bloomberg notes.

Under Super, who took over as CEO in September 2024, Victoria’s Secret has been trying to restore the brand’s former cachet, with renewed focus on bras and the PINK brand, which targets younger consumers and includes lingerie, swimwear, loungewear, activewear, beauty products, and fragrances.

The ticker symbol change is part of that transformation, the company said in its press release. As part of its strategy to return to its roots, Victoria’s Secret has also revived the Victoria’s Secret Fashion Show, which, according to Super, marks the beginning of the company’s “new era of sexy,” Bloomberg reported. the Wall Street Journal also highlighted the revamped “Very Sexy” product line, including bras with double push-up padding designed to provide additional volume and lift.

The changes are already producing results. Since Super took over, Victoria’s Secret comparable sales have contracted only once, after declining every quarter for more than two years beforehand, Bloomberg wrote. In 2025, comparable sales increased 5%, while net sales also rose 5% year over year to $6.55 billion, the company previously reported.

Bloomberg Intelligence analyst Mary Ross Gilbert views the company’s announced changes positively. “Women love to feel sexy,” Gilbert told Bloomberg. Today, sexy is defined by women, not men, and that definition is “inclusive for all sizes and ethnicity formed by customers’ interpretation of what makes them feel sexy,” she added.

The company’s shares currently have eight “buy” calls versus three “hold” ratings from Wall Street analysts. The average target price stands at $65.80 per share, implying upside of more than 30% versus the stock’s closing price on Thursday.