Elizabeth Entenman
April 22, 2016 5:03 am
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Victoria’s Secret is our go-to for three things: bras, underwear and bathing suits. They just get us and know how to support our curves. But we have some bad news: Rumors are swirling that the company is making some major changes and might be discontinuing their swimwear. Say it isn’t so!

A press release from L Brands, Victoria’s Secret’s parent company, states that the brand is “restructuring” to focus on three categories: Victoria’s Secret Lingerie, PINK and Victoria’s Secret Beauty. That’s it. Those three categories are “where the company believes the greatest growth potential exists.” BuzzFeed had two sources confirm last night that swimwear doesn’t make the cut, although Victoria’s Secret corporate declined to comment further. 

And there’s more. According to CNBC, the company recently announced plans to “stop selling certain categories, reduce its promotions and eliminate the catalog.” Oh, and RIP, Victoria’s Secret catalog. That part makes sense, what with everything being available online these days, but still. We’ll miss dog-earing your pages with our bikini hopes and dreams.

Think about it—bathing suits are seasonal in most parts of the world, but bras and lip gloss sell year-round. The potential end of swimwear is a bit unexpected, though. A few years ago, the brand started an annual swim fashion show. Why put all of that work in and then just cancel it all two years later? But who knows. Maybe Victoria’s Secret will be cutting back in different areas instead, like on body mists or pajama sets. And hey, it wouldn’t be the first time they’ve reduced their offerings. Remember when Victoria’s Secret sold apparel like boots and sweaters? As the market changes, they have to keep up.

Still, if Victoria’s Secret swim phases out by the end of 2016, per the rumors, we’ll be majorly bummed. Their bathing suits are the perfect fit! But just in case this hunch turns out to be true, you might want to stock up for the summer sooner rather than later.

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