Victoria’s Secret did not fix everything at once. It picked one product, bras, and poured everything into it. Yahoo Finance and Business Insider call it “supercharging bras,” and it has pushed the stock up 69% this year and added $6 billion of market value since the October 2023 low. Here is my reply, and what I am taking from it for my own business.
*Today only. Also tomorrow. Every day is today. $SCR is a parody utility token, not an investment, and you can lose everything you put in.
The Victoria’s Secret turnaround in plain numbers
Jennifer Sor’s piece lays it out. In October 2023 the stock hit an all-time low of $13. Comparable sales fell year after year until 2025, then started rising steadily. In 2026 the bra business grew for the first time in four years, and bras made up around half of last quarter’s sales growth. Last weekend’s Fashion Show hit a peak live audience of 3.64 million, up 33% from last year, according to Streams Charts.
The people matter too. Hillary Super came in as CEO in 2024 from Savage X Fenty, and designer Adam Selman, another Savage X Fenty alum, became chief creative officer in 2025. Super even changed the ticker from VSCO to VSXY. That is a company that knows what it is selling.
What I think they got right
UBS analyst Mauricio Serna named three things that sank the brand in the 2010s: rare new products, heavy discounting and a brand image that fell out of step with the culture. The fix was not a clever ad. It was product. A steady pipeline of launches, most of them in one category, plus leaders who had already done it somewhere else.
I like that because it is boring in the best way. Most turnarounds fail when a company tries to be everything again. This one worked because they said no to almost everything and yes to bras.
Five turnaround lessons I am stealing
- Pick the one product that pays. For Victoria’s Secret it is bras. For me it is the one product I am supercharging, an AI data center calculator that prices a build line by line.
- Ship something new, often. A regular pipeline beat years of nothing. I keep adding new guides, like turning an old Bitcoin mine into AI capacity.
- Stop living on discounts. Serna says the old promotions bought low-quality growth. I would rather show people what a server hall really costs over its life than race to the bottom on price.
- Hire people who already did it. Super and Selman had built a lingerie brand that worked before they arrived. Experience shortens the learning curve, which is why my mining facility layouts built to earn come from real builds.
- Keep the icon, change the story. The pink stripes came back, but with a wider idea of sexy. Know what people already love about you and update the rest.
Should you buy the stock?
That is your call, not mine. A stock that is up 69% in a year has a lot of good news priced in, and retail is a hard business when shoppers pull back. What I would watch is whether bras keep growing once the comparisons get tougher next year. If you want to see where I am putting my attention instead, it is the AI infrastructure names on my watch list.
Victoria’s Secret turnaround FAQ
Why is Victoria’s Secret stock up in 2026?
Sales are growing again after years of decline. The stock is up 69% this year, its best run since the 2021 spinoff, and comparable sales have risen steadily since 2025, led by bras, according to Business Insider.
What does “supercharging bras” mean?
It is one of CEO Hillary Super’s core turnaround strategies: focus innovation and new launches on bras, the company’s biggest category. Bras made up around half of last quarter’s sales growth.
Who is running Victoria’s Secret now?
Hillary Super, the former head of Savage X Fenty, became CEO in 2024, and designer Adam Selman, another Savage X Fenty alum, became chief creative officer in 2025.
What is Victoria’s Secret’s new ticker?
Business Insider reports the company changed its stock ticker from VSCO to VSXY this year.
This post is my opinion, not investment advice. I am not affiliated with Victoria’s Secret & Co. Source: “‘Supercharging bras’: The story behind Victoria’s Secret’s $6 billion turnaround,” Jennifer Sor, Business Insider via Yahoo Finance, October 25, 2026.
Images: three original graphics by Kevin Katovic. © 2026 Kevin Katovic, all rights reserved. To license an image, email support@kevinkatovic.com.