After getting rid of swimwear in 2016, Victoria’s Secret is making a somewhat triumphant return to the category in 2019.
The brand teased the reintroduction of “Swim” during its conference call with investors in November, hinting at a release in March. Sure enough, Victoria’s Secret revealed swimwear will again be offered by the brand in an announcement early Monday afternoon. In addition, the brand said sunglasses will make a return, signaling at least a temporary return to accessories, as well.
“Due to overwhelming demand, the brand has curated a limited assortment of the popular swimwear on its e-commerce platform for spring/summer featuring the best brands, silhouettes and trends of the season,” the brand said in a statement.
However, Victoria’s Secret swimwear will only be available through the brand’s website as it continues to shut down stores in an attempts to adjust to a new industry climate that has led to brands like ThirdLove taking market share from the formerly dominant retailer. In its latest financial report, L Brands reported that Victoria’s Secret would be closing 53 locations and prioritizing its e-commerce operations.
Still, when Victoria’s Secret exited the category in 2016 along with jettisoning apparel, accessories and its famous catalog, swimwear was a popular category for the brand. The move left some with questions as to the long-term plan for the brand as it instead focused on core products in lingerie, sleepwear and fragrance.
The revived swimwear collection will feature high waist bikinis, Brazilian-cut legs, asymmetric shapes and brand classics—along with a “select assortment” of items from partner brands like Seafolly, Banana Moon, Lascana and La Blanca. New products will include fresh colors like “soft lime,” “denim blues” and “pop pinks” as well as trendy animal prints, tie-dye and floral patterns.
In February, Victoria’s Secret also announced the addition of French label Livy to boost sales and interest in the brand as it looked to reverse the tide.