The retailer offers 120 different products on the Victoria’s Secret storefront on Amazon, including moisturizers and fragrances from its Beauty range, as well as products from its Pink range, which targets younger customers.
The company said it plans to focus on its beauty products at the current launch and “will continue to listen to customer feedback.”
Greg Unis, CEO of beauty at Victoria’s Secret, said the storefront was a “natural channel extension” for the brand.
“Amazon is a free market and everyone is allowed to sell [there]“, Unis told CNBC, adding, “We knew there was a strong appetite just by observing the range of products already sold. ”
Unis also said that due to the lack of size requirements, it was easier to sell beauty items than lingerie, underwear and clothing on Amazon, describing it as an “easier business to sell.” search quickly,” according to CNBC.
The company has revamped its image after being spun off from its former parent company last year. After experiencing explosive success in the 1990s and 2000s, sales began to slow and the brand lost relevance. After a wave of store closures in 2020, the business was spun off from parent company L Brands in 2021. The independent retailer has since sought to pursue a more inclusive image.
While Victoria’s Secret said partnering with Amazon would broaden product offerings and customer reach, other retail giants have pulled products from the online marketplace in recent years.
Sports retailer Nike announced it was pulling its products from Amazon in 2019 after the partnership failed to crack down on third-party sellers. Home goods retailer Ikea also said it would end its ties with the market in 2020, CNBC reported at the time.
Ahead of the Victoria’s Secret storefront launch, Unis told CNBC that consumers searching for the brand’s products on Amazon will find third-party vendors selling some of its beauty items.