The news: Victoria’s Secret CEO Hillary Super credited the retailer’s bra business—and renewed sex appeal branding—for helping drive market share gains in Q1 2026.

• Sales in the category grew by low-double-digits, with broad-based increases across silhouettes and price tiers.
• “When we win bras, we create a halo across the entire VS brand,” Super said on the company earnings call, noting that shoppers who bought bras also purchased items in other categories, such as sleepwear.
• Bras are also a crucial driver of customer acquisition and loyalty for Victoria’s Secret.

Zoom out: While Victoria’s Secret had plenty of wins during the quarter—including a double-digit increase in sales for its namesake and Pink brands, a more than sixfold YoY increase in profits, and a 13% YoY increase in comparable sales—most notable was its ability to attract more spending from shoppers of all income levels even as it cut back on discounting.

• The strongest growth in Q1, which ended May 2, came from households earning less than $50,000 and more than $200,000 annually, showing that its efforts to improve its products and strengthen storytelling are resonating across income groups.
• The company also gained share among consumers ages 18 to 24, driven largely by sharper Pink brand positioning and rising brand heat.

Implications for retailers: Victoria’s Secret’s remarkable turnaround shows that success in the current uncertain environment can be achieved with a combination of strong storytelling, sharp brand positioning, and a clear understanding of what the customer is looking for.

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