Launching the new brand is a significant step in the company's evolution and transformation.
Victoria's Secret, one of the largest manufacturers and retailers of lingerie, announced Happy Nation - a teen-focused brand available exclusively online.
Happy Nation's customers are consumers between the ages of 8 and 13. The new brand offers underwear, swimwear, and basic clothing items, as well as body care products, the company said.
Victoria's Secret first announced plans to launch a new teen brand late last year. Currently, the first collections are being sold through a separate website and promoted via social media. Happy Nation will also be integrated into the metaverse in the future.
The launch of the new brand is a kind of rehabilitation of Victoria's Secret in the eyes of the youngest consumers. Previously dominating the physical store market, the brand traditionally targeted older audiences with a "masculine look". In this new era of retail, the company relies on experts to provide a "safe, inclusive and supportive environment in everything from creative to photography to social media.
Today, Victoria's Secret angels are increasingly being replaced by well-known female athletes and activists. The company announces that the new range includes "judgment-free products that are more neutral, accessible and inclusive." The launch of the new brand represents a significant step in the company's process of transformation and evolution.