Pink (Victoria's Secret)

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## PINK

### Products

Apparel, lingerie personal care products, swimwear, activewear

### Parent

Limited Brands' Victoria's Secret

**Pink** (stylized **PINK**) is a lingerie and apparel line by Victoria's Secret, a subsidiary of Limited Brands, targeting younger women than their main line. The target demographic consists of youth from ages 15 to 22. PINK had a regular segment featuring their products in the Victoria's Secret Fashion Show, held through 2018. Sales at the company were initially swift, reaching $1 billion in 2010.

## History

On October 16, 2002, Victoria's Secret announced the launch of PINK, a new product line targeted to young adults and older teenagers. The product first appeared in late 2003 in select stores, with a full chain-wide roll out in July 2004. Pink was launched strategically with the aim of creating customers from young women who would then go on to shop at Victoria's Secret stores.

The PINK brand sells underwear, swimsuits, sleepwear, loungewear, beauty products, and accessories, with the intent to transition buyers into more adult product lines of apparel at Victoria's Secret. The company often placed its stores side-by-side with Victoria's Secret stores.

Pink's competition in the lingerie market for the youth demographic includes Abercrombie & Fitch, Gilly Hicks by Hollister,  by American Eagle, and Aéropostale's Live Love Dream. The company's pajamas and sweat pants proved popular within the teenage and preteen set from 2006.

The company grew rapidly in the 2000s, adding stores domestically, and by 2010, sales at PINK reached $1 billion. On November 1, 2009, PINK established its first stand-alone store in Canada along with the main Victoria's Secret brand.

After working as a leading executive at L Brands and Bath and Body Works, Richard Dent joined the management team at PINK in 2005. He held several key leadership roles at PINK, including the jointly-held responsibilities of COO, SVP, and co-leader of the division. Under Dent's leadership, the brand established a partnership with the National Football League (NFL), Major League Baseball (MLB) and the Collegiate Licensing Company for use of the names and logos of 60 universities in a line of PINK clothing. The Pink "Collegiate Collection" was released in July 2008. Dent expanded the company’s college line in 2009 to include historically black colleges and universities (HBCUs), in response to a campaign by a student at Howard University.

Denise Landman was appointed CEO at PINK in 2011 and served until she retired at the end of 2018. Landman was succeeded by Amy Hauk as CEO in 2019.

The PINK line has been promoted through college tours, and in 2011, the brand continued to work in partnership with NFL teams to market apparel containing team logos to teenage girls and college-aged women.

## See also

* Pink (Victoria's Secret)/Locations

**Big Box/Department Store Chains**
*Dick's Sporting Goods*
Field & Stream | Galyan's | Golf Galaxy
*Regent Brands*
*Other Chains*
Belk | Staples

**Casual Mall/Store Chains**

*Ann, Inc.*
Ann Taylor | LOFT | Lou & Grey
*Ascena Stores*
*Claire's*
*Closeout*
Casual Corner Annex
*Express*
Express Men | Ruum American Kid's Wear
*Hot Topic*
Blackheart Lingerie | BoxLunch | ShockHound | Torrid
*Journeys*
Journeys Kidz | Shii by Journeys | Underground by Journeys
*The Limited*
The Limited Men
*Regent Brands*
Henri Bendel | La Senza (La Senza Girl)
*Tween Brands*
Brothers | Justice | Limited Too (Limited Too Boys)
*Other Assets*

**Other Assets**

**Rewards Programs:**