Victoria's Secret cuts down apparel range

Victoria's Secret is set to discontinue a large part of its apparel offering, including its outerwear, knits, denim and certain

dress offerings as the company turns its focus to strengthening its core offering. The decision to cut down on its offerings was announced internally at Limited Brands, parent company of the label, headquarters on Tuesday.

Apparel items which are more closely linked to Victoria's Secret main offering, which consists of lingerie, cosmetics and fragrances, will not be cut and remain part of the Victoria's Secret collections. The changes will not effect the labels Pink line or Victoria's Secret stores.

The discontinuation of certain apparel offerings within the label's collection is set begin this week, and will become more refined by fall. The cut down on apparel offering is said to be led by Leslie H. Wexner, CEO and chairman of L Brands, and is expected led to eventual staff cutbacks, including apparel designers and sourcing employees reported WWD.

Although it is expected that some revenues will be lost due to the cut down, Victoria's Secret aims to make up the difference by turning its focus on its core collection. "We know we're most successful when we remain focused on our core," said Sharen Jester Turney, ceo of Victoria's Secret.

"As we look to double the business and continue our international growth, this alignment of apparel categories with the core attributes of Victoria's Secret and Pink will provide a cohesive brand experience for our customer in stores, online and through our catalogue."

L Brands currently owns lingerie brand La Senza, as well as Victoria's Secret, Pink, Bath & Body Works and Henri Bendel, which bring in an annual total of 10.8 billion dollars in sales. Wexner aims to double the company's total sales to 20 billion dollars within the next five to six years by focusing on lingerie and body care offerings.