Victoria's Secret & Co. officially changed its NYSE ticker from VSCO to VSXY on June 2, 2026. CEO Hillary Super, who joined the company in August 2024, stated the change reflects a return to the brand's signature sexy identity. This strategic pivot follows a period where inclusivity-focused marketing failed to reverse slowing sales.
The company's stock rallied over 40% during the first week of June. This surge followed a first-quarter 2026 earnings report that significantly exceeded analyst expectations.
The turnaround effort relies on the Path to Potential plan to modernize the brand. This strategy also focuses on growing the beauty, sport, and swim businesses.