• by Sarah Mahoney  @mahoney_sarah, December 18, 2024

On the heels of some of its best sales results in years, Victoria's Secret is strengthening its ecommerce business. The company has inked a deal with Global-e, adding end-to-end localized shopping experiences in more than 100 international markets.

The announcement comes just after the Reynoldsburg, Ohio-based company reported third-quarter sales and profits that beat expectations, indicating sales momentum is carrying over into the holiday gifting season.

Sales for the period rose 7% to $1.35 billion for the third quarter of 2024, up from $1.27 billion for the third quarter of 2023, ahead of its initial forecast of a low single-digit rise. The company also trimmed its net loss to $56 million, compared to $71 million in the year-ago period.

“I am very encouraged by the strength of our third-quarter business and the positive, early customer response to our holiday merchandise assortments,” said Hillary Super, the company’s CEO, in the announcement. “Our sales performance was well ahead of our expectations and our best quarterly sales growth since 2021. Our strength for the quarter was broad-based across all regions, all channels, all major merchandise categories and importantly, all brands -- Victoria’s Secret, Pink, and Adore Me -- were up.”

Super, credits the gains with better ads: “These results were powered by emotional products [the customer] loves and clear, elevated brand marketing and storytelling.”

That story includes bringing sexy back. “Our brand is about sexy, glamorous, accessible luxury,” she said, adding that the plan the team put into place over the last 18 months is building toward that.

That was evidenced by the VS Fashion Show in October. The event was the company’s first-ever fully shoppable event, driving 34 billion media impressions, 4 billion social media impressions and 4 million TikTok followers.

Both the Dream and Wicked bra franchises are also helping to add glamour and accessibility, and Super is also bullish on the success of beauty launches.

But there is still plenty to be done in the ongoing turnaround. A significant priority is ongoing differentiation between Pink and Victoria's Secret, “from product to marketing to in-store and online experiences.”