Popular women’s fashion brand closes dozens of stores nationwide | Official Website of Louis Velazquez, entrepreneur, finance guy and tech innovator

Every girl remembers the first time she stepped into a Victoria’s Secret store. The bright entrance sign, the unmistakable black-and-pink décor, the smell of Bombshell perfume in the air, and of course, the iconic wings on mannequins, made it feel more like an experience than a regular store.

For the younger shoppers, PINK was the ultimate destination. The light-up PINK sign, pink-and-white polka-dotted walls, and the Sweet & Flirty body mist became the signature scent of many schoolgirls. Who can forget the foldover flare yoga pants with the colorful waistband and bold PINK letters stamped across the back?

For years, Victoria’s Secret and PINK were a constant in many people’s lives. But as consumers began drifting away, the company realized it needed a major reset, one big enough to win back a generation it once defined.

Victoria’s Secret fashion show returns after troubled years

In 2024, Victoria’s Secret (VSCO) split its operations between its namesake brand and PINK, following a merger in 2022, allowing each to differentiate itself. The separation aimed to help both brands target their specific audiences, which are generationally diverse.

That same year, Victoria’s Secret brought back its iconic fashion show after a six-year hiatus. The show had been canceled in 2019 following backlash over the company’s perceived lack of inclusivity.

The controversy deepened when, as reported by Forbes, its former marketing chief said transgender and plus-size models did not align with the brand.

In 2022, the company faced allegations of sexual harassment and misogyny from high-level executives. Law firm Quinn Emanuel Urquhart & Sullivan noted that Victoria’s Secret ultimately settled with models for $90 million. Though the settlement closed the case, it didn’t repair the brand’s damaged image.

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The fashion show’s return, however, aimed to reflect “who the company is today,” while leaning on everything that once made it a cultural force. And it worked in the company’s favor.

Within four weeks of its airing, the fashion show reached approximately 61 million viewers, up over 60% from the prior year. Victoria’s Secret gained nearly nine million new social media followers, generated 51 billion media impressions, and saw site traffic increase more than 60% year over year.

All this resulted in a more than 15% increase in new customers.

“By showing up in the moments that matter most to her and creating compelling products and experiences, we are building the emotional connections needed to win her loyalty for the long term,” said Victoria’s Secret CEO Hillary Super in an earnings call.

Victoria’s Secret quietly closes dozens of stores nationwide.

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Victoria’s Secret closes 30 U.S. stores

Victoria’s Secret’s hoped to earn its wings back. Now, with a refreshed identity, its new marketing strategy appears to be paying off. North American sales rose 5.4% year over year in the third quarter of fiscal 2025.

“These outstanding results reflect what we can achieve as we advance our path to potential strategy, which is built around four pillars: supercharging our bra authority, recommitting to PINK, fueling growth in beauty, and evolving our brand projection and go-to-market strategy,” said Super.

The company has focused on managing costs while prioritizing investments in product innovation, brand strength, and customer experience. It has also reduced discounting in favor of more full-price selling.

“Victoria’s Secret has spent the past two years trying to recover from falling sales and heavy discounting,” said Investopedia Business Finance Writer Bill McColl.

“The lingerie company’s turnaround strategy, which includes fewer promotions and more full-price selling, appears to be gaining traction. Comparable sales growth, stronger margins, and higher guidance are all signs of stability for the retailer.”

But despite the successful comeback, Victoria’s Secret has quietly been closing stores, shuttering 30 U.S. locations since the beginning of 2025, leaving 768 units nationwide as of November 1, according to the company’s latest investor presentation.

Additionally, more closures are expected, as the company anticipates reducing its North American store square footage by around 2% this year.

This move comes as Victoria’s Secret is expanding its “Store of the Future” concept, which are modern and technology-forward locations designed to offer a more welcoming, seamless in-store shopping experience.

By the end of the year, 200 North American stores, representing approximately 25% of its fleet, will have adopted this updated format, as will 40% of its international stores. To achieve this, Victoria’s Secret is prioritizing investments in stores that meet the new standard and phasing out those that don’t.

The rise of online shopping and store closures

Victoria’s Secret store revamps and closures are part of a broader strategy to bring customers back to its stores, a goal that is shared by many in the retail industry.

With 84.3% of Americans shopping online, U.S. e-commerce spending reached $1.34 trillion in 2024 and is expected to surpass $2.5 trillion in 2030, according to Capital One Shopping.

In 2024, U.S. online sales accounted for 22.3% of global e-commerce spending, up nearly 1.5% from the year prior, and are projected to reach $1.47 trillion in 2025.

Still, brick-and-mortar stores remain important for retailers that aim to create a unique shopping experience.

“Stores are valuable assets,” said EY Global Consumer Senior Analyst Jon Copestake to CX Dive. “If you were to consider cutting or eliminating store footprints because of the rise of online and the rise of AI buying, etc., then you may be missing a significant trick.”

While retailers like Victoria’s Secret are closing stores to improve their in-store presence, these small closures carry major consequences.

“For shoppers, widespread store closures can reduce convenience, especially in smaller towns,” said Retail Insights Network.

Will Victoria’s Secret’s comeback stick?

Despite its impressive momentum, some analysts remain cautious about Victoria’s Secret’s future.

“To own Victoria’s Secret today, you need to believe the brand reset and omnichannel focus can translate rising sales into consistent profitability, despite tariff pressure and mall exposure,” said Simply Wall St Equity Analyst Sasha Jovanovic.

“The latest quarter’s higher revenue and narrower loss support that thesis in the near term, while the key catalyst remains execution on merchandising and digital growth. The biggest immediate risk is that rising costs and promotional intensity offset these topline gains; this update does not remove that concern.”

Other industry experts question whether the company can reinvent itself without alienating long-time loyalists.

“It will be difficult for them to carve a reinvigorated profile that attracts attention from a new customer, without alienating the die-hard VS fans that have bought into their girly wonderland,” said The Digital Fairy Senior Creator Marketing Specialist Eloise Gendry-Hearn to Vogue Business.