Victoria's Secret relaunches swimwear online

By

Gabriella Lacombe

Published
Mar 19, 2019

Victoria's Secret swimwear is making a comeback online. The line has relaunched with the 2019 Swim collection, available now exclusively on the brand's e-commerce platform.

The collection includes both Victoria’s Secret house swimwear and swim styles from other labels, including Seafolly, Banana Moon, Lascana and La Blanca. The relaunch will be accompanied by a newly released assortment of sunglasses, which the company said will be available at select stores and online. 

Despite being one of Victoria's Secret's most popular categories, the company discontinued its swim line in 2016 to focus on its core lingerie business.

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However, the pull ended up taking a significant toll, costing the company $500 million in annual sales, while a combination of dwindling consumer interest,  a controversial stance on inclusivity and the rise of more body-positive lingerie brands like ThirdLove have since caused the brand to lose market share and sales. 

Meanwhile, shares at parent company L Brands have fallen by over 30 percent in the past 12 months, and the company recently reported dips in Q4 and full-year 2018 earnings. The atmosphere of crisis has only mounted as investors called for the separation of the lingerie company from L Brands' Bath & Body Works banner, which has seen consistently strong quarterly results. 

With the relaunch of its swim category online, Victoria's Secret is no doubt hoping to see a boost in its floundering sales. 

The 2019 collection, offering a variety of bikinis, one-pieces and more, ranges in price from $32 to $182.