“In addition to the growth we are driving through our core business, we see important growth potential through partnerships with innovative, relevant brands that can help us extend our reach into the category and consumer segments where we have historically been underrepresented,” said Martin Waters, CEO of Victoria’s Secret & Co.
“We’re excited to launch this platform where we will showcase, market and create consumer engagement with such exciting, unique and relevant businesses.”
Currently, VS&Co-Lab is featured on Victoria’s Secret homepage and has its own dedicated section. It highlights products from 19 brands, three-quarters of whom are founded, owned, or led by women, including minority stake-owned For Love & Lemons and Frankies Bikinis.
“In a sea of sameness, it is crucial for any partnership to be with a business that aligns with our values,” said Buki Ade, who is also featured under the VS&Co-Lab creative on the VS website.
“VS&Co-Lab’s mission to provide a platform for breakthrough voices, like BFyne, is vital to push forward diverse perspectives.”
The launch of VS&Co-Lab follows Victoria’s Secret efforts to build out strategic business partnerships focusing on inclusive intimates and lifestyle brands on its own platform. Furthermore, it builds on the retailer’s mission to invest further in minority-owned brands that offer a differentiated view of the marketplace, customer, and category.
“As women, we are multidimensional. Our past experiences define how we want to feel today and inform our future,” said Helena Kaylin, founder of fuller figure intimates brand MINDD, also launching on the VS&Co-Lab platform. “Our partnership with VS&Co-Lab has strengthened our mission to drive the intimates industry forward through our obsession with continuous innovation. We harness cutting edge support technologies in order to blend style and comfort for the fuller figure consumer.”