Who Made Victoria’s Secret? The Visionary Behind The Intriguing Creation

Victoria’s Secret is an iconic lingerie brand and a clothing and beauty retailer legendary for racy marketing and branding. As the largest lingerie retailer in the United States, everyone is interested in knowing who made Victoria’s Secret.

Victoria’s Secret was made up by Roy Raymond and his wife, Gaye Raymond, on June 12, 1977; however, it has a captivating story behind its creation and growth. It stands out due to some catchy and flattering designs for the female figure. 

Roy Raymond is inspired by an uncomfortable trip to a department store to buy his wife’s underwear, where fluorescent lights and vendors make him feel like he is doing something illegal. He took this uncomfortable behavior as a business opportunity and thought of creating a women’s underwear store where men do not feel like perverts and shop comfortably. 

Raymond, an MBA from Stanford University, realized men’s discomfort at that time, which is a feminist act now, but at that time, it was a revolutionary concept. He set out to create a place for men where they can make comfortable lingerie shopping. Raymond’s idea came around the time the women’s movement started. 

In this article, we will delve into the deeper details of who made up Victoria’s Secret, its ownership, and the intriguing details of this iconic brand. 

Who made up Victoria’s Secret? 

The story of Victoria’s Secret started with Roy Raymond, an enterprising entrepreneur with a vision, who opened the first Victoria’s Secret store in San Francisco, California. With an uncomfortable experience of purchasing lingerie for his wife, he planned to build a platform for men where they go without feeling like an intruder.

Raymond spent the next few years studying the lingerie market and invested $80,000 to establish the first Victoria’s Secret in Stanford shopping center in California. Named after the Victorian era, it was the first specialty store where men could comfortably buy lingerie as women. 

He wanted to create the best and most comfortable lingerie shopping experience that should be welcomed regardless of gender discrimination. Despite minimal experience in this industry, he detected the gap in such stores due to his business acumen and succeeded. 

How did Victoria’s Secret get its name? 

Raymond succeeded in providing a relaxed environment where men can find the perfect gift for their partner without feeling embarrassed. They chose Victoria to evoke a sense of sophistication and British elegance after the Victorian era. Then added Secret to emphasize the hidden and intimate features of lingerie. 

Victorian era connection gives a powerful effect of elegance and reverence of that period. The combination of the name Victoria’s Secret captured the brand’s essence while placing luxury and intimacy in the same room while seeking the refinement of the 19th century.

Who made the Victoria’s Secret store? 

The younger entrepreneur with the idea of a luxury lingerie business somehow managed finances by getting $40,000 with a bank loan and $40,000 with his in-laws. After collecting this capital, Raymond opened his first store in a shopping center in California, which was a fantastic idea to intimate the high society ladies dressing tables with delicate wood accents, oriental rugs, and silk curtains. 

In the initial year of its launch, Victoria’s Secret sold $50,000 to finance its growth to four further stores and mail-order catalogs. Five years later, Raymond had already managed to open three more stores. In contrast, he became the iconic catalog at the launch of the first edition. 

How did Victoria’s Secret get started, and its evolution process?

Victoria’s Secret started as a place of lingerie, but it continued, and even in a few years, it expanded its wide range. They started offering clothing, fragrances, and various other beauty products. 

The discontinuation of additional products is part of the brand’s strategic shift. After changing consumer preferences, VC decided to streamline some product lines to focus on its fundamental offerings and even have to say goodbyes to concentrate on lingerie only.

Why did Victoria’s Secret stop selling clothes? 

The brand, along with fragrances, continued to achieve business milestones. Then Victoria’s Secret boldly moved to get into a clothing venture. The idea came to capitalize on the success of its lingerie lines. 

Initially, the idea got hype and brought much revenue and success, but the brand eventually quit the clothing market. Various influencing factors, including the challenging market, changing fashion trends, and the desire to refocus on the core product. 

Transformation of Victoria’s Secret

By 1982, the firm had reported annual sales of $4 million. However, the company was on the verge of bankruptcy. At the same time, the brand had evolved to five stores, a forty-page catalog, and grossing around $6 million each year.

Management problems made Raymond find a new partner, Wexner, founder of L Brands, who was already making a name for himself in the retail world to build an impressive empire. 

Wexner is an entrepreneur who is famous for his insight into sportswear. Even at the age of 20, he was working on more casual clothes, and in 1963, he opened a clothing store named Limited. He was a man of vision, as when he met Raymond, he already had 188 stores and a fortune of $50 million. 

Why did Victoria’s Secret change its models? 

Wexner saw the opportunity in Victoria’s Secret to expand into new brands, but he noticed something wrong with the lingerie brand’s business model, which needed to attract women. In 1982, Wexner bought the brand from Raymond for a million dollars. 

Wexner worked precisely on attracting women to Victoria’s Secret stores by following the attractive trends of European lingerie boutiques and bringing aesthetics to the United States. He worked on giving a stylish yet affordable look that women loved to wear every day. 

He worked on helping women achieve a glamorous fantasy without affording high-end brands. Additionally, he worked on ornating the stores with gold tones and perfume bottles with lights in warm tones. 

Many other innovative factors were added, such as changing the catalog with daring and professional models and more creative and iconic products such as “Miracle Bra.” Women went to the stores, and men kept looking at the catalog. The business, by 1995, expanded to 670 stores in the United States worth $1.9 billion. 

Why did the Victoria’s Secret founder kill himself? 

The father of the brand, Roy Raymond, remained president of the company for one more year after selling it to Wexner and then resigned. Poor planning and unfavorable strategies forced him to file for bankruptcy in 1986. 

Raymond’s life had a tragic turn when he faced financial and personal struggles, making him sell his testament of innovation. Ultimately, such hardships and challenges caused him to quit and make the tragic decision to take his own life. 

His life was falling apart due to disasters in his business field, and as Roy divorced in 1993, he jumped to his death from the Golden Gate Bridge. Raymond gained recognition as a brand creator, but Wexner had the vision to grow it. 

A report in 2019 depicted that Victoria’s Secret is the most famous lingerie brand in the world, with revenue of more than $6.81 billion that year. 

When did the Victoria’s Secret fashion show end? 

In 1995, Victoria’s Secret’s famous annual fashion show was born. For years and years, the annual Victoria’s Secret fashion shows were a highlight in the fashion industry. The show became iconic in the brand’s image, even a platform to launch some renowned fashion models. 

1999, the show first aired online, an internet-breaking moment of the era as 1.5 million viewers crashed the site. It was the time when the brand was also launching some of its best-known and most successful products, including heavily padded items and “Body by Victoria.”

It was a blockbuster success, and “Body by Victoria” doubled the brand’s sales and achieved astonishing success compared to any other previously launched product. 

For decades, the annual Victoria’s Secret fashion show was a peak in the fashion industry. By that time, the show underwent significant changes and ended eventually. The show experienced cultural attitudes and criticism for the representation of women’s bodies. It is a need of the hour that brands should work to adopt an inclusive and diverse image. 

On November 21, 2019, the brand officially canceled its runway fashion show, as the management felt it did not significantly boost sales. 

When did Victoria’s Secret Angels start? 

Around 1997, the idea of Victoria’s Secret “Angel” began with the commercials featuring Helena Christensen, Stephanie Seymour, and Tyra Banks, who ramped up to promote this underwear collection. 

Supermodels who serve as brand ambassadors for Victoria’s Secret used to wear scantily dressed Angles throughout the 90s and 2000s. They chose iconic figures who played pivotal roles in the brand’s marketing and image. Along with the best photographers and television directors worldwide to make commercials for the brand. 

The runway shows gradually became more lavish, as model Gisele Bundchen walked the runway in 2000 with the most expensive lingerie ever worth $15 million diamond and ruby encrusted “Fantasy Bra.”

In 2000, Sharen Jester Turney became Victoria Secret’s Direct’s CEO, drastically changing the catalog business. Turney wanted to remove the hooker looks in the catalog and make the aesthetic look more like Vogue. 

Being a professional person, she took over the brand and became the whole brand CEO in 2006, and during her nine-year tenure, sales increased by 70 %, taking the revenue to $7.7 billion. 

When did Victoria’s Secret Pink start? 

Suddenly, Turney stepped down in 2016 and was succeeded by Wexner, who took over as an interim CEO. Wexner brought some quick and faster changes, including: 

• Killing the catalog
• Evading swimwear and apparel 

Instead, he focused solely on lingerie, which is the fundamental sole of the business. Moreover, he split the brand into three sections with newly recruited CEOs: 

• Victoria’s Secret lingerie 
• Victoria’s Secret beauty 
• Pink 

Between 2015 and 2018, sales were delayed due to missing out on major fashion trends. Even the most significant asset, the teen-centric brand Pink, went through some hard times, and sales slipped, which resulted in heavy discounts to rescue it from collapse. 

Even some parents complained about bringing down Pink due to Victoria’s Secret’s sexual ads. 

How often does Victoria’s Secret restock? 

However, maintaining manufacturing needs and meeting customer demand is imperative for any retailer. Still going out of stock and needing to complete the burden of the market is disappointing; therefore, Victoria’s Secret employs a well-planned restocking strategy to deal with the cause. 

The brand ensures that popular items are in stock and adopt any possible strategy to satisfy customers. They usually communicate with their customers through their website and keep informing them which location is restocked. 

When did Victoria’s Secret go public? 

On August 3, 2021, the lingerie business and Victoria’s Secret Beauty and Pink officially separated from Bath and Body Works and is now finally a public company on the New York Stock Exchange. 

L Brands consists of two publicly traded companies which are officially separated now. They are splitting into two independent companies to maximize management focus and financial flexibility to evolve in the retail environment with profitable growth. 

L Brands sold Victoria’s Secret last year to a private equity firm; however, the $525 million deal never went through due to the pandemic outbreak and temporary closure of stores. Eventually, the deal got violated, but the search for a severe buyer continued while discussions continued with potential buyers. 

Once named as Bath and Body Works brand, Victoria’s Secret is now Victoria’s Secret and Co, which started trading under the stock ticker “VSCO,” and we have witnessed considerable spin-offs with a significant growth strategy. 

After getting public, the VSCO revealed a mid-quarter earnings update, which depicted nearly a billion-dollar increase in sales in the nine weeks. Victoria’s Secret revenues were more than $1.1 billion compared to $625 million last year. 

Why did Victoria’s Secret change its models? 

The brand shifted toward more diverse and inclusive casting to cope with the changes in societal norms and the purpose of representing all body types and ethnicities. Once known for its overly sexual Angles, it hired plus-size and transgender models. 

Additionally, some comfortable styles to the assortment, such as the introduction of mixed swimwear, cancellation of high-profile fashion shows, and upgradation of the store fleet, may reflect a changing brand image. 

How many Victoria’s Secret stores are there in the world? 

The global presence of any brand plays a vital role in gaining revenue. At its peak, Victoria’s Secret had thousands of stores globally, and a rough idea depicts 30,000 associates and 1360 retail stores in approximately 70 countries. 

What companies does Victoria’s Secret own? 

Victoria’s Secret maintained a firm grip over several well-known brands under the umbrella of L Brands, such as Bath and Body Works. However, these brands are split now, and Victoria and Co. are working publicly. 

Why did Victoria Secret close some of its stores? 

Victoria’s Secret underwent a lot of challenges and controversies, which brought much change in image and operations. Victoria’s Secret closed some of its stores even after the pandemic. 

Closing a few stores was part of reconstruction efforts; it was a lapse when changing consumer behaviors and focusing on e-commerce. 

Is Victoria’s Secret made in China? 

Like many other brands, Victoria’s Secret sources products from multiple countries, such as the United States, Indonesia, Sri Lanka, China, etc. According to the supply chain of Victoria’s Secret, they manufacture their product in 300 factories worldwide. 

A well-known brand in the fashion industry, most of the Victoria’s Secret factories are located in Asian regions to manufacture some quality fabrics and unique styles. 

Did Next buy Victoria’s Secret? 

The Next had also joined a joint venture with Victoria’s Secret UK business and Ireland. According to the L Brand, after the coronavirus restrictions, Next will work on a joint venture; they will acquire most of Victoria’s Secret UK business assets and Ireland. 

Next will own 51% of the partnership venture, while Victoria’s Secret will hold the rest. We do not have many details of the deal’s financial terms; however, the partnership will help revitalize the brand’s presence in the related regions. 

How did Victoria’s Secret get started?

Victoria’s Secret’s spectacular journey is the vision of its founder, Roy Raymond, who started from a single store in San Francisco to a global lingerie empire. After 1982, when L Brand purchased the ownership of Victoria’s Secret, the fashion house has been responsible for manufacturing all the VS products since then. With advanced manufacturing plants in numerous countries worldwide, L brands focused on cheap marketing. 

The story of Victoria’s Secret is not all about lingerie but a potential picture of entrepreneurship, rise, fall, comeback, evolution, and adaptability, making it America’s biggest lingerie retailer. 

It started from a small boutique to a global presence and is now the largest lingerie retailer in the United States and has remained for several decades. 

How much is Victoria’s Secret worth? 

The valuation of any brand may fluctuate over time, as Victoria’s Secret, depending on various factors, whether sales performances, market conditions, competitor’s innovative measures, and brand reputation. 

As per the latest estimate, the Victoria’s Secret worth was in millions of dollars; as of August 21, 2023, it was around $1.55 billion. However, the estimated figure may change due to various business developments, certain market acquisitions, and numerous other factors.

Who made the Victoria’s Secret Song?

The brand usually uses several kinds of songs for promotional ventures, and there is no single specific song that we may associate with Victoria’s Secret. Different songs are for additional runways and are chosen according to marketing strategies. 

Why did Victoria’s Secret discontinue shampoo?

Victoria’s Secret has discontinued some of its amazing offers, including shampoo and some fragrances, to focus on the brand’s core offerings. Businesses usually take such measures regarding market trends, business ROI strategies, and consumer demands. 

Why did Victoria’s Secret discontinue pear glace?

Many of the products are restricted by Victoria’s Secret, including various products and fragrances, on the demand of market trends. Therefore, VS has discontinued the “Pear Glace” range and other products due to changing market trends and new business strategies. 

Conclusion

Who made Victoria’s Secret? It is clear now that Roy Raymond came up with the idea of making a luxury lingerie store to shop comfortably without any traditional environment. Whereas in the recent world, Victoria’s Secret features designs from various lingerie designers and has worked for a long with L brands, but recently, from August 2023, it got public and worked as Victoria’s Secret and Co. 

Who made up Victoria’s Secret, Roy Raymond, who identified the gap in the market of buying lingerie for the partner and gave birth to a business that revolutionized the entire apparel market. The idea of cheating a luxurious yet affordable brand that may cater to men and women alike while providing a comfortable environment for buying lingerie. 

Raymond carefully crafted the name Victoria’s Secret to evoke the elegance of the Victorian era while depicting a sense of sophistication and mystery. The distinctive approach in the realm of lingerie defines Raymond’s understanding of unexplored niches and knowledge of consumer psychology. 

Victoria’s Secret is the world’s largest intimate specialty manufacturer, offering fashion-inspired designs with a wide assortment of collections. VSCO has become a global phenomenon of intimacy, perception of beauty, and aesthetics.