Kevin JohnsonVictoria’s Secret is an American clothing, lingerie, and beauty retailer. Roy and Gaye Raymond founded the Columbus, Ohio-based company in 1977. By the early 1990s, Victoria’s Secret had become the largest lingerie retailer in the US. The company introduced the miracle bra, Body by Victoria, fragrances, and cosmetics in the 1990s.
In 2002, Victoria’s Secret launched its Pink brand to serve teenagers. The Victoria’s Secret Fashion Show reinforced the brand’s image.
In 2019, the company replaced the show with the VS Collective. However, the VS Collective didn’t draw traction with the target audience. In September 2023, the company launched a reinvented Victoria’s Secret Fashion Show. [1]
L Brands owned Victoria’s Secret until August 2021, when it spun off Victoria’s Secret to create an independent company. The business has three segments: Victoria’s Secret Stores, Victoria’s Secret Direct, and Victoria’s Secret Beauty. International consumers can buy the company’s products via e-commerce.
Victoria’s Secret is best known as a lingerie brand, but it also offers activewear, swimwear, fragrances, cosmetics, bath and body products, and accessories. In Q2 2023, the company re-launched Pink to generate more sales. Victoria’s Secret faces stiff competition from Calvin Klein, Ariela, FullBeauty, Wacoal, Savage X Fenty, ThirdLove, Intimissimi, SPANX, Skims, and Fruit of the Loom. [2]
Here is an in-depth analysis of Victoria’s Secret’s top competitors and alternatives:
1. Calvin Klein Inc.
Year founded: 1968
Headquarter: New York City, New York
Calvin Klein is an American fashion house that offers branded products globally. The brand provides underwear, loungewear, perfumes, cosmetics, eyewear, watches, leather products, and lifestyle accessories for all genders and ages. In May 2023, Calvin Klein released its “This Is Love” pride collection with Brandon Flynn and Amandla Stenberg. [3]
Calvin Klein is best known for its men’s designer underwear, but it also offers women’s intimates, including bras, panties, and loungewear. In 2023, Calvin Klein’s fall campaign featured brand ambassadors Alexa Demie, Kid Cudi, Jennie Kim, Jung Kook, and Kendall Jenner. Calvin Klein is the top competitor for Victoria’s Secret. [4]
2. Ariela & Associates International (AAI)
Year founded: 1997
Headquarter: Miami Beach, Florida
Ariela & Associates International (AAI) is an intimates’ brand founded by Ariela Esquenazi. The company is best known as the licensee of the underwear and casual wear brand Fruit of the Loom. In August 2023, AAI acquired DTC intimates provider Parade for an undisclosed amount. [5]
AAI operates Fruit of the Loom, Smart&Sexy, and Curvy Couture, but the company also offers lingerie, bras, and loungewear under the Ariela brand. The Parade acquisition increases AAI’s competitive advantage over Victoria’s Secret.
3. FullBeauty Brands, Inc.
Year founded: 1901
Headquarter: New York City, New York
FullBeauty Brands is a leader in size-inclusive fashions for plus-size women and men. The company was founded to serve plus-size customers but later expanded its portfolio to cater to all consumers. As of June 2023, FullBeauty owned over 100 brands.
FullBeauty’s brands include OneStopPlus, Catherines, WomanWithin, Jessica London, Ellos, Roaman’s, Intimates For All, KingSize, Brylane Home, June + Vie, and CurveWear. It sells cosmetics and beauty care products under the FullBeauty Outlet brand. In April 2023, the company acquired plus-size fashion specialist ELOQUII and the lingerie brand CUUP in July 2023. FullBeauty is a formidable competitor for Victoria’s Secret. [6]
4. Wacoal
Year founded: 1946
Headquarter: Kyoto, Japan
Wacoal is a leading designer intimate apparel brand. The company owns several brands, including b.tempt’d, Elomi, Eveden, Fantasie, Freya, Lively, and Goddess. In 2021, Wacoal launched its digital tool mybraFit to help customers determine their bra size.
Wacoal operates globally through regional divisions, including North America, Europe, and Asia. The company is renowned for its innovative offerings. In July 2023, Wacoal launched the revolutionary Shape Revelation Collection, which offers shapewear and bras engineered for specific breast and body shapes. Wacoal is an innovative competitor for Victoria’s Secret. [7]
5. Savage X Fenty
Year founded: 2018
Headquarter: El Segundo, California
Savage X Fenty is an intimatewear brand founded by singer Rihanna. The company offers lingerie, bras, underwear, sleepwear, and loungewear. In June 2023, Rihanna stepped down as the CEO and picked the former CEO of Anthropologie Group, Hillary Super, to take her place. [8]
Savage X Fenty is one of the newest players in the lingerie sector. In 2022, the company invested in FIT:MATCH, which creates anonymized avatars based on individuals’ body shapes. The company deployed FIT:MATCH’s technology in its Atlanta store in February 2023 to help shoppers find perfect-fitting products. Savage X Fenty is an innovative competitor for Victoria’s Secret. [9]
6. ThirdLove
Year founded: 2013
Headquarter: San Francisco, California
ThirdLove is an American lingerie company that offers underwear, activewear, and size-inclusive bras that promote body positivity. In August 2023, ThirdLove received a $12 million credit facility to accelerate growth and enhance customer experience. [10]
ThirdLove offers innovative solutions to help users determine their best-fit bra and style, including Fitting Room technology and an online FitFinder quiz. Over 20 million people have found their perfect fit using ThirdLove’s Fitting Room solution. In July 2023, ThirdLove partnered with Amazon to sell its products on Amazon.com. ThirdLove is one of the best alternatives to Victoria’s Secret. [11]
7. Intimissimi
Year founded: 1996
Headquarter: Verona, Veneto, Italy
Intimissimi is a luxury Italian clothing brand. The company specializes in lingerie, bras, briefs, vests, and pajamas for all genders. In March 2023, Intimissimi signed multi-hyphenate icon Jennifer Lopez as its new global brand ambassador. [12]
Intimissimi sold its products via Victoria’s Secret in a third-party partnership arrangement. The lingerie brand is implementing a brick-and-mortar expansion strategy to conquer the US market. In 2022, Intimissimi opened 15 stores across the US and plans to open 27 new outlets in 2023. Intimissimi is a fast-growing competitor for Victoria’s Secret. [13]
8. SPANX
Year founded: 2000
Headquarter: Atlanta, Georgia
SPANX is a shapewear brand founded by Sara Blakely with about $5,000 and no business experience. The company offers innerwear, outerwear, activewear, and swimwear. In November 2021, Blackstone acquired a majority interest in SPANX with a valuation of $1.2 billion. [14]
SPANX is a mission-driven womenwear brand backed by renowned female entrepreneurs, including Oprah Winfrey, Reese Witherspoon, and Whitney Wolfe Herd. In 2023, SPANX used Blackstone’s investment to expand its global footprint and product line and accelerate its digital platform. SPANX is one of the top competitors for Victoria’s Secret. [15]
9. Fruit of the Loom
Year founded: 1851
Headquarter: Bowling Green, Kentucky
Fruit of the Loom is an American clothing company owned by Berkshire Hathaway since 2002. The company offers lingerie, t-shirts, hoodies, jackets, sweatpants, shorts, and sports equipment. In 2022, Fruit of the Loom had around 32,400 employees.
Fruit of the Loom is one of America’s oldest clothing companies, with over 170 years of experience. The company played a role in pop culture in the 1970s with innovative marketing strategies such as the Fruit Guys. In September 2023, the company reintroduced the Fruit Guys as the “Fruit People” on TikTok and other social media platforms. Fruit of the Loom is an experienced competitor for Victoria’s Secret. [16]
10. Skims
Year founded: 2019
Headquarter: Los Angeles, California
Skims is an American apparel company co-founded by Kim Kardashian, Emma Grede, and Jens Grede. The brand focuses on inclusivity and body positivity and practices inclusive sizing. In July 2023, Skims raised $270 million in a funding round at a $4 billion valuation. Its valuation increased by $800,000 in less than a year from $3.2 billion. [17]
Skims offers women’s loungewear, shapewear, and swimwear. The brand plans to venture into men’s clothing. In 2022, about 70% of Skims’ customers were Millennials or Gen Z-ers, with 11 million people on its waiting list. Skims is a fast-growing competitor for Victoria’s Secret.
11. Jockey International, Inc.
Year founded: 1876
Headquarter: Kenosha, Wisconsin
Jockey is an American underwear, sleepwear, and sportswear manufacturer and retailer. The company offers products for men, women, and children. In 2022, Jockey had over 5,400 employees.
Jockey is best known for inventing the first men’s Y-Front brief in 1934. In 1982, the brand introduced Jockey for Her. Jockey markets its products using different strategies, including sports sponsorships. In August 2023, the company extended its relationship with NASCAR team Trackhouse Racing as a sponsor. Jockey is one of the top competitors for Victoria’s Secret. [18]
12. L’Oréal
Year founded: 1909
Headquarter: Clichy, France
L’Oréal is the world’s largest cosmetics company. It specializes in hair color, skincare, sun protection, make-up, perfume, and hair care. As of July 2023, L’Oréal had 87,400 employees and operated 20 research centers in 11 countries.
L’Oréal owns 36 cosmetics and beauty care brands. The company leverages several sales and distribution channels, including e-commerce, mass market, department stores, pharmacies, hair salons, and travel retail. In Jul 2023, Fast Company recognized L’Oréal in its annual 100 Best Workplaces for Innovators list. L’Oréal is the top competitor for Victoria’s Secret Beauty & Accessory. [19]
13. Aerie
Year founded: 2006
Headquarter: Pittsburgh, Pennsylvania
Aerie is an intimate apparel and lifestyle retailer owned by American Eagle Outfitters. The brand offers lingerie, bras, dormwear, activewear, loungewear, sleepwear, and accessories. Since its founding, Aerie has sold over 100 million items.
Aerie uses innovative marketing strategies to reach the target audience. In August 2023, the brand rallied New York City’s local businesses to join a one-day pop-up event celebrating its fall collection. It included the Hidden Gems Marketplace, featuring Aerie products from its fall assortment. As an American Eagle Outfitters brand, Aerie has enough resources to compete and poach some customers from Victoria’s Secret. [20]
14. Bluebella
Year founded: 2005
Headquarter: London, England
Bluebella is a British lingerie company founded by Emily Bendell. It operates in the US, UK, Australia, France, and Italy. In 2023, Bluebella partnered with British designer Ashley Williams to create a collection focused on empowering women and celebrating individuality.
Bluebella is best known for its unique designs. In September 2023, the company introduced the Bluebella x Ashley Williams line. This playful collaboration offers nightwear, knickers, and accessories inspired by Williams’ distinctive aesthetic, whimsical cuts, and elegant designs. Bluebella is one of the best alternatives to Victoria’s Secret. [21]
15. Hanky Panky
Year founded: 1977
Headquarter: New York City, New York
Hanky Panky is a premium underwear and lingerie brand founded by Gale Epstein and Lida Orzeck. The company markets itself as “home of the world’s most comfortable thong.” As of September 2023, Hanky Panky served customers in over 70 countries.
Hanky Panky provides comfortable underwear with the best fit and silhouettes for every mood. In September 2023, the brand partnered with fashion designer Prabal Gurung to create a limited-edition collection for fall. Hanky Panky is one of the top alternatives to Victoria’s Secret. [22]
16. The Estée Lauder Companies Inc.
Year founded: 1946
Headquarter: Manhattan, New York
Estée Lauder is an American multinational cosmetics company. It is the world’s second-largest cosmetics brand after L’Oréal. In January 2023, Estée Lauder had 62,000 employees.
Estée Lauder offers make-up, skincare, perfume, and hair care products. It owns iconic brands, including Aramis, Clinique, Lab Series, Origins, La Mer, Bobbi Brown Cosmetics, Aveda, Jo Malone London, Darphin Paris, TOM FORD, Smashbox, AERIN, Le Labo, GLAMGLOW, KILIAN PARIS, Too Faced, and DECIEM. In August 2023, the company operated in 150 countries and territories. Estée Lauder is one of the best alternatives to Victoria’s Secret Beauty & Accessory. [23]
17. Soma
Year founded: 2004
Headquarter: Fort Myers, Florida
Soma is a women’s underwear brand. The company offers lingerie, panties, pajamas, and bras. In February 2022, Soma introduced its Bodify bra with Flexicup Pad Technology. This bra is made from self-adjusting materials to fit the wearer’s body. [24]
Soma is an innovative lingerie brand. Its panties use patented Vanishing Edge technology, featuring silicone tapes at the leg openings to keep undergarments in place. In 2019, the company partnered with Like-A-Glove during the International CES Conference to release a bra-measuring app. The brand has also worked with retail tech innovators, b8ta and QVC. Some is an emerging competitor for Victoria’s Secret. [25]
18. CUUP
Year founded: 2017
Headquarter: New York City, New York
CUUP is a digitally-native, size-inclusive intimates brand. The company designs products to accentuate the wearer’s body figure and enhance their confidence and comfort. Another selling point of CUUP is its technical expertise in the underserved large bra cup market.
CUUP is the go-to intimates’ brand for stylish, luxurious, and comfortable bras. In July 2023, FullBeauty Brands acquired CUUP for an undisclosed amount. This acquisition increases CUUP’s competitive advantage over Victoria’s Secret. [26]
19. Parade
Year founded: 2019
Headquarter: Brooklyn, New York
Parade is a direct-to-customer (DTC) underwear company founded by Cami Tellez in her Columbia University dorm. This sustainable brand with a cult-like following on social media is beloved by Gen-Z. As of August 2022, Parade had sold over 150,000 pairs of underwear and served over 70,000 customers. [27]
Parade had a $200 million valuation in August 2022. The company launched its first swimwear collection in March 2023 and released its Moves activewear in May 2023. In August 2023, Ariela & Associates acquired Parade to expand its portfolio. The company had 750,000 customers before its acquisition. Parade is the newest competitor for Victoria’s Secret. [28]
20. Lively
Year founded: 2015
Headquarter: New York City, New York
Lively is an American intimates brand founded by Michelle Cordeiro Grant. In 2019, Wacoal International acquired Lively for $85 million cash upfront and an additional $55 million in performance-based payouts. However, the company operates separately from Wacoal.
Lively is a pioneer in the new leisurée niche, which blends the best elements of lingerie and athleisure. The company operates five stores in Boston, Dallas, and New York. In February 2023, Lively expanded into the Canadian market. Lively is a worthy alternative to Victoria’s Secret. [29]
21. Tommy John
Year founded: 2008
Headquarter: New York City, New York
Tommy John is a disruptive underwear brand founded by Tom Patterson and Erin Fujimoto. The company is best known for its menswear but also offers women’s underwear and other clothing items. In September 2023, Tommy John appointed Cheryl Abel-Hodges as its new CEO to succeed co-founder and former CEO Tom Patterson.
Tommy John is focused on wholesale growth. In 2022, the brand doubled its footprint after receiving an investment from LNK Partners to fuel its expansion. The company expects to increase its retail presence by 40% in 2023. Tommy John is a fast-growing competitor for Victoria’s Secret. [30]
References & more information
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