Victoria’s Secret plans to cut 200 jobs as part of a major brand restructure, which includes the elimination of merchandise categories and its famous catalogue.
Going forward, Victoria’s Secret will be organised into three business units: Victoria’s Secret Lingerie, PINK and Victoria’s Secret Beauty – in a move to focus the business on its strongest categories and streamline operations.
In a statement, Victoria’s Secret said it will also focus on loyalty programmes and engaging with customers through its digital channels, rather than “traditional catalogues” and offers.
The job cuts, which involve home office associates, will be made in Columbus and New York.
News of the restructure comes just weeks after long-time Victoria’s Secret CEO Sharen Jester Turney announced her departure from the company.
L Brands, which owns Victoria’s Secret, said in February that Leslie H. Wexner, chairman and CEO of L Brands, will assume leadership of the global retailer.
Commenting on the changes to the business, Wexner said: “We are making these changes to accelerate our growth and to strengthen the business for the long term by narrowing our focus and simplifying our operating model.
“I am certain that these changes are necessary for our industry-leading brands to reach their significant potential … nonetheless, decisions about people are the most difficult ones to make, and we are taking care to support associates who are being affected by these changes.”
L Brands reported that net sales increased 5% to $1 billion for the five weeks ended April 2, 2016, compared to net sales of $981.2 million for the five weeks ended April 4, 2015.