Global retailer Victoria’s Secret is changing its branding in pursuit of “celebrating sexy in all its forms.”
The Columbus-based company announced it will begin trading under the new ticker symbol “VSXY” on June 2, replacing its current “VSCO” designation. The retailer said the change is meant to symbolize a renewed confidence in its identity and what the brand represents to its customers.
“VSXY is a marker of who we are today,” said Victoria’s Secret & Co. CEO Hillary Super in a May 21 press release. “A company standing fully in our identity and committed to inspiring confidence, sparking joy and celebrating sexy in all its forms.”
The change will take effect on June 2, the same time when the company plans to release its annual first-quarter financial results, according to the release.
Victoria’s Secret previously operated under the umbrella of L Brands, the Columbus retail behemoth founded by Les Wexner in 1963. The lingerie brand split from its parent company in 2021, with L Brands being renamed to Bath & Body Works, Inc.
A year prior, billionaire Wexner – who has since faced scrutiny for his ties to convicted sex offender Jeffrey Epstein – had stepped down as chairman and chief executive of L Brands.
Victoria’s Secret has a global footprint of 1,420 retail stores in roughly 70 countries. Within Columbus, the retailer has three locations in Easton Town Center, Polaris Fashion Place and Sun Center, respectively. The company is also headquartered in Reynoldsburg.
Reporter Emma Wozniak can be reached at ewozniak@dispatch.com or @emma_wozniak_ on X, formerly known as Twitter.
This article originally appeared on The Columbus Dispatch: Victoria’s Secret changes stock symbol to better ‘celebrate sexy’
Reporting by Emma Wozniak, Columbus Dispatch / The Columbus Dispatch
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