Victoria’s Secret, one of the most well-known retailers of women’s lingerie in the world, had global net sales amounting to approximately 6.23 billion U.S. dollars in 2024. Until 2021, Victoria’s Secret was one of the flagship brands of American retailer, L Brands. In 2021, Victoria's Secret & Co. separated from its parent company L Brands. The development of an iconic fashion brand Victoria’s Secret was established in 1977 by American businessman Roy Raymond, who felt that traditional American department stores were not friendly enough towards men shopping for women’s lingerie. This led to the creation of Victoria’s Secret, which has grown into one of the most valuable apparel brands worldwide. The scale of operations of Victoria’s Secret is also impressive. As of February 1, 2025, the specialty retailer had 806 stores in operation throughout North America alone. The United States is the largest underwear market worldwide. The brand has a high awareness in the North American country, at 89 percent of online fashion consumers in 2024. The annual Victoria’s Secret Fashion Show also adds to the iconic nature of the brand, with a host of supermodels showcasing the brands’ latest ranges of merchandise.

This timeline depicts the net sales of Victoria's Secret worldwide from 2011 to 2024, by segment. In 2024, the global net sales of Victoria's Secret direct amounted to about two billion U.S. dollars.

The online revenue of victoriassecret.cn amounted to US$5.4m in 2022. Discover eCommerce insights, including sales development, shopping cart size, and many more.

Comprehensive YouTube channel statistics for Victoria's Secret, featuring 4,270,000 subscribers and 366,907,367 total views. This dataset includes detailed performance metrics such as subscriber growth, video views, engagement rates, and estimated revenue. The channel operates in the Entertainment category and is based in US. Track 995 videos with daily and monthly performance data, including view counts, subscriber changes, and earnings estimates. Analyze growth trends, engagement patterns, and compare performance against similar channels in the same category.

In 2023, Victoria's Secret invested approximately *** million U.S. dollars in global advertising activities, up ** percent from *** million dollars a year earlier. In 2022, the company ranked among the largest clothing and accessories companies worldwide by revenue.

The Lingerie Stores industry comprises retailers that predominantly sell lingerie, with large-format stores also selling related clothing such as shapewear, nightwear and swimwear. As the economy recovers from the pandemic, consumers have more disposable income to spend on high-end lingerie, enhancing lingerie product sales. Many industry operators have tried to tap into new markets in recent years, expanding the consumer pool. A surge in demand for personalized services, such as precise bra fittings and custom adjustments, has enhanced the shopping experience, attracting a wider clientele and creating competitive advantages over larger chain stores. This shift towards personalization and diversity in product offerings reflects the industry's adaptability to the modern consumer's expectations. Over the years to 2024, revenue is estimated to have dropped at a CAGR of 2.8% to $6.2 billion by the end of 2024, including a growth of 2.3% in 2024. Wage expenses have increased as businesses focus on recruiting and retaining knowledgeable staff improving consumer interaction in specialty stores. Meanwhile, sourcing practices and global manufacturing dynamics have forced retailers to navigate a challenging landscape, impacting purchasing costs. The rise in wages and fluctuating manufacturing expenses have prompted lingerie businesses to innovate in design and materials to keep higher profitability. Investment in e-commerce has emerged as a vital strategy, providing an alternative revenue stream and helping companies to keep pace with shifting consumer shopping habits. Looking ahead, the anticipated growth for the lingerie market seems promising with the entry of new niche players. These newcomers will emphasize diversity and inclusivity, tapping into expanding segments such as plus-size and younger demographics. Celebrity brands and collaborations will likely gain prominence, leveraging public figures' influence to boost sales and visibility. Companies aim to foster loyalty across various age and size categories by embracing diverse representation and innovative offerings. However, external competitive pressures from discount retailers and fast-fashion brands will remain challenging. Businesses must focus on differentiation, using unique product lines and sustainable practices to capture consumers' attention, seeking quality and responsible production. Industry revenue is estimated to grow at a CAGR of 1.3% to $6.6 billion by 2029.

• The global industry was valued at US$ 40.4 B n in 2022
• It is estimated to grow at a CAGR of 6.5% from 2023 to 2031 and reach US$ 71.1 B n by the end of 2031

Market Introduction

Regional Outlook of Global Lingerie Industry

Global Lingerie Market Snapshot

Bath & Body Works generated revenues amounting to *** billion U.S. dollars in 2024, up from *** billion U.S. dollars in 2020. As its name suggests, Bath & Body Works is a U.S.-based retailer specializing in body care products and home fragrances. The fiscal year end of the company is February 1st, 2025. Bath & Body Works company information Bath & Body Works was a subsidiary of Limited Brands, which also owned the lingerie retailer Victoria’s Secret. In 2020, the Ohio-based retailer announced the sale of its Victoria's Secret division, and then proceeded to change its name to Bath & Body Works, Inc. in 2021. There were ***** Bath & Body Works stores in the United States, and *** locations in Canada as of February 2025. It appears that the consumer demand for scented bath products and candles is on the rise. In 2024, the average Bath & Body Works per store generated nearly ***** million U.S. dollars in sales, up from about *** million U.S. dollars in 2010. Bath & Body Works consumers According to the results of a survey carried out in 2020, it was estimated that around ***** million Americans used a moisturizer from Bath & Body Works. As of March 2022, Bath & Body Works was also one of the most-followed beauty brands on Instagram worldwide, with around **** million followers.

In 2024, Macerich's largest shopping mall tenant based on share in total rents in the United States was Victoria’s Secret & Co, which accounted for around *** percent of the company's rental revenue. Foot Locker, Inc. and Dick's Sporting Goods, Inc. followed closely behind.

In 2020, the average size of a Victoria's Secret store was about 6,928 selling square feet. The average size of a Bath & Body Works store was 2,660 selling square feet that year. Limited Brands (currently known as L Brands, Inc) is an American fashion retailer based in Columbus, Ohio. The most notable brands the company owns are Victoria’s Secret and Bath & Body Works. The company’s net sales amounted to 11.85 billion U.S. dollars in 2020.

Victoria’s Secret Founded by Roy Raymond in 1977, Victoria’s Secret has since become one of the most well-known retailers of women’s lingerie in the world. Limited Brands purchased the company in 1982 and turned it into one of the leading apparel brands in the world. Victoria’s Secret generated net sales of over 5.4 billon U.S. dollars in 2020 and had 846 stores in North America alone.

Bath & Body Works Bath & Body Works is an American retailer that specializes in shower gels, lotions, fragrance mists, perfumes, candles, and home fragrances. Bath & Body Works was the second most frequently used shower and bath preparation brand among women in the United States, according to a May 2017 survey. Bath & Body works has become an increasingly popular retailer, as nearly 19 million Americans used moisturizer from this brand in 2019.