Victoria’s Secret Comeback Shows Progress With Sales Rebound

A customer with a Victoria's Secret shopping bag in New York.

(Bloomberg) -- Victoria’s Secret & Co. raised its outlook after strong quarterly sales signaled new Chief Executive Officer Hillary Super’s turnaround plan is taking hold.

The retailer now expects full-year revenue will be as much as $6.41 billion, up from a prior forecast of as much as $6.3 billion. The outlook includes an updated estimated tariff impact of about $100 million this year, double the prior projection.

Most Read from Bloomberg

To Boost Housing, Chicago Kills Parking Minimums Central Glasgow Could Be Poised for a Revival Amtrak Debuts New High-Speed Acela Trains After Years of Delays Chicago Schools’ Late Pension Payment Magnifies Fiscal Mess NY Penn Station’s Long-Awaited Revamp to Start Work in 2027

The pressure is mounting for Super to drive returns at the company she joined about a year ago after being poached from Rihanna’s lingerie brand. Victoria’s Secret is being targeted by investors seeking a shakeup of the business and changes to the board and strategy. The stock has dropped 45% this year through Wednesday’s close.

In the second quarter ended Aug. 2, comparable sales rose 4% with gains both in stores and online. Analysts surveyed by Bloomberg had expected a slight decline. Business was strong throughout the quarter and accelerated in July and into August, the company said in a statement.

Super’s strategy to revive the business has been focused on the young-adult brand Pink, bras and beauty.

Shares of Victoria’s Secret jumped 11% in early New York trading at 7:01 a.m.

Retailers have largely reported strong sales momentum this month from shoppers in the US, despite concerns about tariffs and inflation. The results suggest Americans are still willing to spend, though they are looking for cheaper options and discounts.

(Updates shares in sixth paragraph.)

Most Read from Bloomberg Businessweek

As Bushmeat Consumption Grows, Nigerian Doctors Fear Outbreaks Monchhichi Makes a Comeback Amid Labubu Craze Young European Backpackers Are Being Lured to Australia for Mining Jobs How Bombas Built a Fancy Socks Empire With $500 Million in Sales Yosemite Workers Vote to Unionize

©2025 Bloomberg L.P.