'Sex sells': Victoria's Secret will change ticker symbol on stock exchange to win back customers

Shares of Victoria's Secret, owner of the eponymous lingerie brand, will trade under a new ticker, he said. The company is returning to the thesis "sex sells", trying to restore the brand's credibility and win back customers, Bloomberg writes. Victoria's Secret quotes jumped nearly 6% on Ma. 21.

Victoria's Secret papers will trade on the New York Stock Exchange (NYSE) under the new ticker VSXY starting June 2, the lingerie maker said.

The company attributed the ticker change to the start of a new milestone in its development that shows who it is and how it interacts with customers.

"This is not about a stock symbol, it's about what we stand for," said a letter from its CEO, Hilary Super, published on the company's website. - Sexuality has always been part of our DNA."

Victoria's Secret "celebrates sexuality in all its forms: not as an image or a definition, but as a feeling inherent in every woman," a press release about the ticker change stated.

Investors reacted positively to this news: on Ma 21, the company's quotes added almost 6% to $50.55 per share.

In the last decade, Victoria's Secret, originally known for its bras, has lost its leading position in this market due to competition from other retailers, according to a Bloomberg article.

Under Super's leadership, who took over Victoria's Secret in September 2024, the company is trying to restore the brand's former credibility, focusing on bras and the Pink brand, which targets younger consumers and includes lingerie, swimwear, home wear, sportswear, cosmetics and perfumes.

The stock ticker change is part of that transformation, according to a press release. As part of its strategy to return to its roots, the company has also relaunched the Victoria's Secret fashion show, which Super says marks the beginning of a "new era of sexiness" for the company, Bloomberg writes. The Wall Street Journal also points to the revamp of the "Very Sexy" line, which includes, among other things, the release of bras with a double push-up effect and more padding for added volume and support.

The changes are already bearing fruit. Since the arrival of Super, Victoria's Secret's comparable sales have declined only once, although before that they fell quarterly for more than two years in a row, Bloomberg writes. In 2025, comparable sales increased 5%, a similar rate of growth to last year's $6.55 billion in net revenue, the company reported.

Bloomberg Intelligence analyst Mary Ross Gilbert is positive about the changes announced by the company, Bloomberg writes.

"Women like to feel sexy," Gilbert told the agency. Today, sexuality is defined by women, not men, and that definition "includes all sizes and ethnicities, shaped by consumers' interpretations of what makes them feel sexy," she continued.

In total, the company's securities have eight "buy" recommendations from Wall Street analysts and three "hold" recommendations. The average target price is $65.8, which means the potential upside of more than 30% to the stock price at the close of trading on May 21.