Victoria's Secret & Co. (NYSE: VSCO) will change its stock ticker to VSXY from VSCO on June 2, a move the company says marks its commitment to a "new era of sexy."
"VSXY is a marker of who we are today," said Hillary Super, Chief Executive Officer of Victoria’s Secret & Co., in a statement. "A company standing fully in our identity and committed to inspiring confidence, sparking joy and celebrating sexy in all its forms.”
The change will take effect on the New York Stock Exchange at the start of trading on June 2. The company confirmed that no action is required by shareholders and the stock's CUSIP number will remain unchanged. The ticker change was announced on May 21, a day when the company's stock saw a 2.76% increase.
The move is part of a broader turnaround under its "Path to Potential" strategy, which has focused on refreshing leadership and brand identity after its separation in 2021. The company will report its first-quarter 2026 earnings before the market opens on the same day, giving investors an immediate look at its financial health under the new branding push.
The company has been working to modernize its image, moving away from a singular definition of "sexy" to what Super calls a more "authentic, expansive and modern" reflection of its customers. The new ticker aligns with product lines like its 'Very Sexy' collection.
"Sexy has always been part of our DNA. What’s changed is how intentionally we are owning it," Super added. "VSXY is recognizable and aligns with our strategy and the progress we’ve made. It reflects our conviction and confidence in this work."
The rebranding comes as the company navigates a proxy contest with shareholder BBRC International Pte. Ltd. In a separate release, Victoria's Secret stated its current board and leadership team are delivering "significant operational and TSR outperformance" and urged shareholders to vote for its director nominees at the upcoming annual meeting on June 11, 2026.
The ticker change is a symbolic step in the company's multi-year effort to modernize its brand and move past legacy issues. Investors will be watching the Q1 results on June 2 and the outcome of the annual shareholder meeting on June 11 for signs the turnaround strategy is delivering concrete financial results.
This article is for informational purposes only and does not constitute investment advice.
