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Retail Top 100 2012, No. 47: Victoria's Secret

September 13, 2012

Victoria's Secret is all about differentiation, according to Stuart Burgdoerfer, CFO of Victoria's Secret parent Limited Brands Ltd. "We really have unique products, a leading position [and] with respect to our brands, no obvious immediate close competition." The Columbus, Ohio-based specialty apparel retailer posted a 12 percent gain in comparable sales for the 11 months through December 2011. While Limited registered revenue growth across all of its major brands, Victoria's Secret was the major growth driver for Q3, with U.S. stores registering a comp sales increase of 12 percent, benefiting from the wide array of its assortment, which includes major third-quarter launches such as Showstopper Bra, PINK, the Heartbreaker Bra, the Unforgettable Bra and the Gorgeous Bra. The company also registered an 8 percent revenue increase in Victoria's Secret direct channel, driven primarily by PINK, sleepwear, panties and knit clothing. In March, the company introduced three versions of its "Incredible" bra, a supersoft push-up that is more comfortable than earlier versions. An accompanying Incredible fragrance is a mixture of magnolia, pear and sandalwood and described as "fruity, feminine and surprisingly clean smelling." The bra's predecessor, "Miraculous," boosted busts by as much as two cup sizes.

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