The lingerie company, owned by the American group L Brands, launches its new shapewear collection with Colombian-based brand Leonisa.
Victoria’s secret digs in the shapewear business. The lingerie giant, owned by the American group L Brands, is launching a shapewear line with the Colombian-based intimates brand Leonisa. The line, which is presently intended as a test, is only available through the company’s online shop. In the event that the collection turns out to be successful, Victoria’s Secret will begin to distribute it in its own stores.
The American company, thus, joins the shapewear trend. Recent years have seen new companies born in the shapewear business. Such is the case of Yummie, Smart & Sexy, Skinnygirl or Skims Solutionwear, which was launched by celebrity Kim Kardashian. Shapewear has recorded a 2% growth in the United States in 2019, according to the NPD consultant.
L Brands decreased its sales by 305% in its first nine months
Victoria’s Secret carries on with its plan to flip its results. Last year saw the company bring variations to its activities, with the relaunch of a swimwear line, which included large-sized garments in its collections. It also set in motion collaborations with other companies in the sector.
The US group has been noting a drop in its sales since 2017. In the first nine months of the year, L Brands recorded sales of 8 billion dollars, 3.5% less. In addition, the group recorded losses of 174 million dollars, compared to the benefit of 104 million dollars for the same period last year.
With over sixty years of history, Leonisa, the new partner of Victoria’s Secret, is one of Colombia’s leading suppliers. The group has production plants in Medellín from where it controls the entire production process: from fabric manufacturing to clothing.