Victoria’s Secret launches retailer for its magnificence merchandise on Amazon

For the primary time in its historical past, Victoria’s Secret , the enduring lingerie model, is teaming up with a retailer to deliver its magnificence merchandise to the patron . The chosen retailer is nothing lower than Amazon the place greater than 120 model merchandise are already accessible, together with perfumes, lotions, lotions and exfoliators. Greg Unis , CEO of Victoria’s Secret Magnificence Division, defined: “Via analysis and buyer suggestions, we have heard that customers wish to purchase Victoria’s Secret Magnificence (merchandise) within the Amazon retailer. This can be a pure channel extension so we will proceed to develop our magnificence enterprise and attain clients the place the merchandise they love are.”

The change in Victoria’s Secret technique is according to a development through which well-established manufacturers that beforehand solely offered instantly of their shops or web sites are starting to make use of shops akin to Goal, Nordstorm or Amazon to succeed in their potential clients. .

Victoria’s Secret has chosen to begin this stage by providing magnificence merchandise (and never lingerie) due to the simplicity that it implies, since magnificence merchandise don’t come in several sizes.

As Unis defined in an announcement , the patron already entered Amazon on the lookout for Victoria’s Secret merchandise solely to search out merchandise from different manufacturers. Merchandise from Victoria’s Secret and PINK Magnificence at the moment are accessible for buy, together with Bombshell, Tease, Cool & Brilliant, Love and Heavenly fragrances.

In August 2021, Victoria’s Secret has spun off Tub & Physique Works and is seeking to attain potential clients by beforehand unused channels. In line with an inside firm report , gross sales of Victoria’s Secret and PINK magnificence merchandise totaled $900 million throughout fiscal 12 months 2021. The corporate is betting on growing this quantity with its presence on Amazon, the place it already has its personal part .