Victoria's Secret Closes 38 Stores as Part of Ongoing Restructuring
Victoria’s Secret (VSCO) has closed 38 stores globally between January and August 2026, reducing its total store count to 1,430. Despite the closures, the company opened 48 new locations during this period, continuing a trend of balancing store reductions with strategic openings. The retailer is undergoing significant transformation under CEO Hillary Super, who emphasized that physical stores remain crucial for differentiating Victoria’s Secret from competitors and offering unique services like in-store bra fittings. The changes are part of the company's broader Path to Potential Strategy aimed at modernizing its brand appeal, especially among younger consumers such as Gen Z. This strategy includes cost management, reduced discounting, product innovation, and a new store design concept called “Store of the Future.” The initiative focuses on improving in-store navigation, fitting rooms, and checkout technology. Victoria’s Secret is also working to reinvigorate its PINK brand and expand into beauty categories like fragrances. While customer numbers have declined since their peak, company executives remain optimistic about rebuilding a strong consumer base through these strategic shifts.
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Topics: retail transformation store strategy Victoria's Secret