Dive Brief:
- Victoria’s Secret & Co. ended the intimates subscription offering for its Adore Me business and converted it to a loyalty program, Chief Financial and Operating Officer Scott Sekella told analysts on an earnings call Thursday. The intimates retailer — which closed on the $400 million acquisition of Adore Me in 2023 — also exited Adore Me’s distribution center in Mexico and continues to assess the business, Sekella added.
- The retailer initiated a strategic review of the DailyLook business, which is an online personal styling service that it acquired through the Adore Me transaction, per a company earnings release.
- Victoria’s Secret & Co. reported fourth quarter net sales grew nearly 8% year over year to $2.27 billion and comparable sales grew at the same rate. The retailer expects full-year 2026 net sales to be in the range of $6.85 billion to $6.95 billion, which would be an increase of at least 4.5% from 2025.
Dive Insight:
Victoria’s Secret previously cited Adore Me’s subscription offering as one of several elements that would improve the lingerie giant’s customer experience and help modernize its digital platform.
The deal to acquire direct-to-consumer intimates company Adore Me occurred prior to Hillary Super joining as Victoria’s Secret & Co.’s new CEO in 2024. Adore Me’s founder Morgan Hermand-Waiche left the company in 2025 and Christine Vellani was named as the president of the DTC brand.
Victoria’s Secret & Co.’s fourth quarter results also included a 14.5% drop in operating income and a 5% decline in net income for the period.
The company’s results were a top- and bottom-line beat, according to Guggenheim Securities analysts led by Simeon Siegel. The move to conduct a strategic review of DailyLook helps to further the retailer’s focus on its core brands, the analysts said in an emailed note Thursday.
The retailer will be opening a long-term, stand-alone pop-up for its Pink brand in the SoHo area of New York City later this year, CEO Hillary Super announced on the Thursday analyst call.
“We are seeing a higher penetration of store sales for the Pink brand,” Super added. “So we are looking to create that special space and learn about that. Do I think that we would have a very significant Pink stand-alone strategy that comes out of it? Probably not.”
The executive, however, noted that there could be further experimentation for Pink that comes from the pop-up experience.
