The store a man could shop without blushing — and the runway that made lingerie a spectacle.
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The first store opened in the Stanford Shopping Center in Palo Alto and grossed $500,000 in its first year. Sold to Les Wexner in 1982, the brand expanded rapidly through American malls to 350 stores and $1 billion in sales by the early 1990s, becoming the largest lingerie retailer in the United States.
Since 1995 the Victoria's Secret Fashion Show has defined the brand's image, its runway Angels alongside the Miracle Bra, Body by Victoria, and the teen-focused PINK launched in 2002. Part of L Brands until 2021, the company was spun off as Victoria's Secret & Co. and now trades on the NYSE.
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It depends on what you want from them. Victoria's Secret built its name on padded, shapely styles like the Miracle Bra (launched 1993, two million sold in its first year) and the later Incredible bra, and the brand remains the largest lingerie retailer in the United States. If you love a glamorous push-up and the fit of your size is good, they deliver on the fantasy; just know the company itself has at times acknowledged that quality did not always match the brand's hype.
Match the line to the moment. Body by Victoria (introduced 1999) is the everyday smoothing range, the original Victoria's Secret assortment leans into lacy, going-out lingerie, and Victoria Sport covers sports bras and activewear. If you are buying for a teenager or someone after a younger, casual look, PINK (launched 2002) is the dedicated sub-brand to browse first.
PINK is the brand's younger sibling. Victoria's Secret announced PINK in 2002 specifically for teenagers and young women, so it skews toward casual loungewear, bralettes and laid-back basics rather than the more grown-up, glamour-driven lingerie of the main label. PINK has its own identity and its own collections, including a reusable period-underwear line it launched in 2021.
The annual show ran from 1995 through 2018 as the centrepiece of the brand's image, built around the lingerie-clad Angels. In November 2019 Victoria's Secret announced it would no longer hold the show, a move tied to declining market share and the controversies around its leadership. The company has since signalled plans to relaunch the show, but without reviving the old Angels format.
The Angels were the brand's contracted spokesmodels and its most recognisable marketing device. The concept grew from a 1997 lingerie collection and a famous commercial, and the term Angel soon became synonymous with Victoria's Secret itself. In 2021 the company retired the Angels in favour of a more diverse roster called the VS Collective, which included figures such as Megan Rapinoe, Priyanka Chopra and Valentina Sampaio.
Victoria's Secret was founded in 1977 by Stanford graduate student Roy Raymond and his wife Gaye, opening their first store at the Stanford Shopping Center in Palo Alto, California. Raymond wanted a shop where men could comfortably buy lingerie. The name nods to Queen Victoria and the refinement of the Victorian era, with the secret being what is hidden underneath the clothes.
It is American through and through, founded in California and long headquartered in Columbus, Ohio. The British air was deliberate marketing: early catalogs even listed a fake London address, and stores were dressed up with floral wallpaper, gilded fixtures, soft classical music and perfume to evoke an upscale Victorian England. It was, as one report put it, what the company thought Americans believed was British.
Today it stands on its own. The company was acquired by Les Wexner's The Limited in 1982 and spent decades under that corporate umbrella, which was later renamed Limited Brands and then L Brands. On August 3, 2021 Victoria's Secret was spun off as an independent business, Victoria's Secret & Co., trading on the NYSE under the ticker VSXY.
The brand's later years were marked by scrutiny of its corporate culture. Reporting in 2019 and 2020 described misogyny, bullying and harassment under longtime executive Ed Razek, who resigned in 2019 after inflammatory comments about transgender models in a Vogue interview. Founder-era owner Les Wexner also drew criticism over his ties to Jeffrey Epstein, and the company has separately settled cases involving racism and discrimination.
Yes, the catalog was central for decades. As early as 1982, catalog sales accounted for 55% of the company's annual sales, and by 2010 the brand was mailing more than 400 million catalogs a year, building what one paper called an almost cult-like following. In May 2016 the company discontinued the print catalog, deciding the format had grown stale and that sales would hold up without it.
Quite a bit more. Beyond its core lingerie, the company runs Victoria Sport activewear, swimwear, and a substantial beauty division of fragrances, cosmetics and bath and body products. The brand moved into fragrance in 1991 and cosmetics in 1998, and by 2006 the beauty arm alone reported sales of nearly one billion dollars.
It is one of the more approachable luxury-feeling lingerie retailers, which is part of why it has endured as the largest in the United States. The breadth helps: you can pair an everyday Body by Victoria piece with a fragrance or a beauty set rather than committing only to lingerie. Sizing in lingerie is personal, so a gift receipt is always wise.