Too busy or shy to shop in person for ladies' unmentionables? Victoria's Secret Direct affords shoppers the luxury, privacy, and convenience of ordering from home. As the direct sales arm of Victoria's Secret Stores, it mails more than 390 million catalogs worldwide annually, offering bras and panties, sleepwear, clothing, shoes, swimwear, beauty products, and a look at some of the world's top models. It also operates the website -- VictoriasSecret.com -- for its bricks-and-mortar sister chain. Both Victoria's Secret Direct (VSD) and Victoria's Secret Stores are owned by L Brands.
For the most part, VSD's sales have grown along with the increasing popularity of online shopping. In fiscal 2011 (ends January), VSD saw sales increase by 8% vs. the previous year to top $1.5 billion. The company credited increases across most of its merchandise categories, including intimates and swimwear, for the gain. Fiscal 2011 marked a rebound from the previous annual comparison when VSD's sales fell 9%, along with declines at its brick-and-mortar sister chain Victoria's Secret Stores.
To grow its online business, VSD is looking toward two underpenetrated categories: PINK (a brand of intimate apparel targeting the college set launched in 2004), and beauty. To boost sales of its PINK-brand products VSD launched VSPink.com.