Wall Street is a fickle place, but right now, it’s obsessed with a comeback story that few saw coming. If you looked at the victoria secret share price a couple of years ago, you would’ve seen a brand in what looked like a terminal nose-dive. It was the "uncanny valley" of retail—stuck between an old-school image that felt out of touch and a new "inclusive" identity that hadn't quite figured out how to sell bras.
Fast forward to mid-January 2026. The stock, trading under the ticker VSCO on the NYSE, is hovering around $60.61. Just a year ago, this thing was scraping the bottom at roughly $13.76. That is a massive, four-fold jump. People aren't just buying the pajamas; they’re buying the turnaround. Honestly, the momentum is a bit staggering.
What’s Fueling the Victoria Secret Share Price Surge?
The market doesn't reward "vibes" for long; it rewards cold, hard numbers. In late 2025, Victoria’s Secret dropped a third-quarter earnings bomb that fundamentally changed the narrative. They reported net sales of $1.472 billion. That’s a 9% jump year-over-year. For a legacy mall brand, 9% is like winning a marathon in high heels.
Most of this growth is coming from a few specific spots:
- International Explosion: While North American malls are a grind, international sales grew by over 33% recently. China, in particular, is finally "getting" the brand.
- The "Path to Potential" Strategy: This is the internal name for their turnaround plan. It basically means they stopped trying to be everything to everyone and went back to "supercharging" their bra authority.
- The Return of the Show: The 2025 Victoria’s Secret Fashion Show wasn't just a TV event; it was a digital marketing masterclass. By mixing OG "Angels" like Adriana Lima with social-media titans like Angel Reese, they bridged the gap between nostalgia and Gen Z relevance.
It worked. Total comparable sales rose 8% in the third quarter of 2025. When people actually go into a store and buy stuff at full price—instead of waiting for the "7 for $35" bin—investors notice. That’s why the victoria secret share price has outpaced the S&P 500 by a mile over the last three months.
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The "Hillary Super" Effect
Management matters. A lot. Hillary Super took over as CEO and basically stopped the bleeding. She didn’t just talk about inclusivity; she focused on "high-emotion storytelling" and faster production cycles.
Think about it. In fashion, if you can't get a trend from the design board to the rack in a few months, you're dead. Victoria’s Secret used to be slow. Now, they are leaning into "social-first" marketing. When a creator on TikTok goes viral with a specific robe, VS actually has the inventory to back it up.
But it’s not all sunshine.
There are real risks. Tariffs are expected to take a $100 million bite out of their 2025-2026 bottom line. That is a huge number. If you’re tracking the victoria secret share price, you have to watch the gross margins. Right now, they’ve managed to expand margins by about 170 basis points because they’re doing fewer "desperation sales." If they have to go back to heavy discounting to move product, the stock will tank.
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What the Analysts are Saying Right Now
The pros are split, which is usually a sign of a "show-me" stock.
- The Bulls (Zacks, UBS): They’ve got VSCO as a "Strong Buy." UBS recently bumped their price target to $73. They see the momentum as "fast-paced" and think the stock is still a bargain at less than 1x sales.
- The Skeptics (J.P. Morgan, Simply Wall St): Some analysts are still worried about "structural mall decay." If nobody goes to the mall, it doesn’t matter how good the bras are. Simply Wall St's quantitative model actually suggests a "fair value" much lower, around $31, citing long-term growth concerns.
It’s a classic tug-of-war.
Is the Victoria Secret Share Price Sustainable?
You’ve got to look at the "Store of the Future" concept. They are moving away from those dark, boudoir-style shops that felt like a 1990s nightclub. The new stores are bright, tech-heavy, and focused on "omnichannel" (buying online, picking up in-store).
The real test comes in the next few weeks as holiday 2025 and early 2026 data trickles in. The company raised its full-year guidance, expecting adjusted earnings per share (EPS) to land somewhere between $2.20 and $2.45 for the fourth quarter alone. If they hit those numbers, the $60 price point might just be the new floor.
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Actionable Insights for Investors
If you’re watching this stock, don't just look at the ticker. Watch the "comparable sales" (comps). If comps stay positive, the turnaround is real. Also, keep an eye on the Beauty and PINK lines. These are higher-margin products that act as an "entry point" for younger customers. If PINK starts to lag, the main brand eventually follows.
The victoria secret share price is currently a high-beta play. It moves 121% more than the overall market. That means it’s great for a rally, but it'll hurt twice as much in a crash.
Next Steps for You: Check the next earnings release date—likely in early March—to see if the holiday "Path to Potential" actually delivered. Monitor the gross margin percentage specifically; any dip below 35% could signal that the brand is relying on discounts again to keep the lights on.