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Victoria's Secret Is Taking Its Beauty Business to Amazon in Its First-Ever Wholesale Test

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Victoria’s Secret is taking its beauty business to Amazon, marking the lingerie company’s first major tie-up with another retailer to sell its goods.

"Amazon is a free marketplace and anybody is allowed to sell [there]," Unis said in an interview."We knew there was a strong appetite by just being observant on the range of products that were already being sold."

Logistically, he added, it also was smoother for Victoria's to start with beauty instead of intimates and clothing because there isn't a sizing element involved with lotions and perfumes"It's a much easier business to go after quickly," he said about the beauty products. Beauty sales amounted to about $900 million in fiscal 2021, accounting for roughly 15% of the company's total revenue in North America,Bath & Body Works

to become an independent company last August, it has pursued a number of new initiatives to try to boost sales and win customers. It invested $18 million for a minority interest in the popular women's swimwear brand Frankie's Bikinis, and it launched a gender-neutral brand for tweens calledThe hope is that a deal with Amazon could take Victoria's Secret's beauty business to new heights. Currently, customers can find beauty shop-in-shops in all the retailer's stores.

 

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