Victoria’s Secret & Co. changed its New York Stock Exchange ticker symbol from VSCO to VSXY on June 2, 2026 [3].
The move signals a strategic reversal for the Reynoldsburg, Ohio-based company as it attempts to recover from years of declining market share and a perceived identity crisis.
CEO Hillary Super has moved the brand away from recent positioning that she described as an identity crisis. Super is instead rebranding the company around a new definition of "sexy" to reclaim the heritage of the label. This shift follows a period of significant financial instability; the company's stock price fell from $57 to $20 after its 2021 spin-off [1]. Other reports indicate the stock had dropped about 50% prior to the current turnaround efforts [2].
"We are finally embracing the sexy, confident woman we were built for," Super said.
The company is pairing this image shift with a focus on product growth. Super said the "So Obsessed" line is currently seeing double-digit growth. This push for growth aims to bring the company closer to its historical peaks, such as the 2016 sales high of $7.78 billion [4].
A company spokesperson said the change to the VSXY ticker signals a renewed focus on celebrating sexy [3]. The rebranding effort is designed to move the company away from what leadership perceived as a "woke" image that failed to resonate with its core customer base.
By aligning the public stock symbol with the brand's aesthetic goals, the company seeks to signal a clear direction to investors. The transition from VSCO to VSXY is the most visible marker of this corporate pivot.
“"We are finally embracing the sexy, confident woman we were built for."”
The rebranding of Victoria's Secret represents a corporate bet that returning to traditional glamour and 'sexiness' will outperform the inclusive, socially conscious marketing strategies the brand adopted in recent years. By changing its ticker symbol, the company is attempting to align its investor identity with its consumer identity to regain the sales momentum lost since its 2016 peak.
