Ohio, USA – Victoria’s Secret & Co. has announced the launching VS&Co-Lab, an inclusive shopping experience for all customers. This curated digital platform connects the modern consumer with unique brands, bringing their stories and their intimates, lifestyle and swimwear products to the forefront. VS&Co-Lab launched as a new section on VictoriasSecret.com, where it will showcase brands that align with its values of innovation and inclusivity.
VS&Co-Lab marks the evolution of Victoria’s Secret & Co.’s journey to build strategic business partnerships with a focus on inclusive intimates and lifestyle brands on its own platform. At launch, a collection of 19 brands will be featured, 75 percent are founded, owned or led by women, including minority stake owned For Love & Lemons and Frankies Bikinis. VS&Co-Lab is committed to investing further with minority ownership in diverse brands that offer a differentiated view of the marketplace, customer and category.
Martin Waters, CEO of Victoria’s Secret & Co., said, “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 category and consumer segments where we have historically been underrepresented. We’re excited to launch this platform where we will showcase, market and create consumer engagement with such exciting, unique and relevant businesses.”
Helena Kaylin, founder of fuller figure intimates brand MINDD also launching on the VS&Co-Lab platform, shared, “As women, we are multidimensional. Our past experiences define how we want to feel today and inform our future.”
Kaylin added, “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.”
Featured on the homepage of VS&Co-Lab, Nigerian American designer Buki Ade, founder of BFyne, has revolutionized the swimwear industry. “In a sea of sameness, it is crucial for any partnership to be with a business that aligns with our values,” said Buki Ade. “VS&Co-Lab’s mission to provide a platform for breakthrough voices, like BFyne, is vital to push forward diverse perspectives.”
Meanwhile, Patti Cazzato, head of emerging businesses for Victoria’s Secret &Co., commented, “As one of the world’s most recognizable companies among women, and with nearly 90 percent of our store associates worldwide identifying as women, we have a responsibility to ensure women can advance and thrive in every aspect of their lives.”
“VS&Co-Lab evens the playing field for unique brands that speak to the modern consumer. Through leveraging the strength of Victoria’s Secret & Co. and our passionate customer base, we are meeting consumers where they are while simultaneously partnering with small business to drive economic empowerment for women and people of colour,” Cazzato adds.