Victoria’s Secret rebrands stock ticker to ‘VSXY’

The lingerie brand, Victoria’s Secret, famous for giving its runway models wings, announced it will change its New York Stock Exchange ticker symbol from “VSCO” to “VSXY” on June 2.

CEO Hillary Super calls it “a new era of sexy,” and has been overseeing a major branding overhaul since she took the helm in 2024.

The company has been facing heavy competition and controversy in the past few years. 

Founder Les Wexner came under scrutiny over his links to Jeffrey Epstein in 2019, while the retailer separated from parent company L Brands in 2021.

Victoria’s Secret also faced body-shaming controversies for how its models looked and lost market share to inclusive competitors like Skims and Savage X Fenty. 

By 2024, annual sales had plummeted to $6.18 billion, and its market share shrank to just 18%.

To bounce back, Victoria’s Secret made its iconic fashion shows more inclusive of diverse body types, catering to a broader customer base. It had the longest sales growth in four years last holiday quarter. 

The ticker change reflects Victoria’s Secret’s effort to redefine what feeling sexy means to modern consumers. 

The company now joins a long list of companies using creative ticker symbols to reinforce their brand identity. 

Petco trades under the name “WOOF”, Anheuser-Busch InBev has “BUD”, Six Flags Entertainment is known as “FUN,” and Dave & Buster’s as “PLAY”.