Victoria\'s Secret Is Reportedly Axing Its Swimwear Line

Victoria's Secret fans are in for some bad news.

The lingerie retailer will stop selling swimwear by the end of this year according to a report by BuzzFeed News. Victoria's Secret parent company L Brands had announced in March its intentions to 'cut certain merchandise categories' in an effort to bolster 'core merchandise categories' and look at 'how the business connects with customers through more focus on loyalty programs and brand-building engagement.'

According to a leaked note from Citigroup analysts, Victoria's Secret will focus more on VS Sport activewear, its new athleisure line with a VS representative telling Buzzfeed that it had 'nothing to offer beyond our earlier release.' In addition, the company will also do away with its long-running glossy catalogues.

The move seems to make sense given that the company reported significantly lower sales in its swimwear business. So much for those those 'swim specials.'

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