Shares of Victoria’s Secret-owner L Brands spike after beating earnings expectations


Elsa Hosk, Adriana Lima, Behati Prinsloo, and Candice Swanepoel pose during the finale of the 2018 Victoria’s Secret Fashion Show at Pier 94 on November 8, 2018 in New York City.

Taylor Hill | FilmMagic | Getty Images

Shares of L Brands, the owner of Victoria’s Secret and Bath & Body Works, rose nearly 11% in aftermarket trading Wednesday after the company reported it beat revenue and earnings expectations. 

Here’s what the company reported compared with what Wall Street expected, based on a survey of analysts by Refinitiv:

  • Earnings per share: $0.14 vs. break-even
  • Revenue: $2.63 vs. $2.56 billion expected

The company’s Victoria’s Secret brand, known for its sexy bra styles, has struggled to adapt to changing consumer tastes and has faced criticism for selling less comfortable bras, which it markets on ever-skinnier models. The brand has lost market share to companies like Adore Me, Lively, ThirdLove and American Eagle‘s Aerie, which consumers say are more comfortable and inclusive of different body types.

After Victoria’s Secret saw a $500 million drop in annual revenues after pulling its bathing suits off the market in 2016, the brand recently decided to reintroduce swimwear.

L Brands CEO Les Wexner earlier this month also sent an internal memo to employees saying Victoria’s Secret is “rethinking” its annual fashion show because network television is no longer the “right fit.” Viewership of the event has declined. Last year’s show in December earned the worst ratings in its nearly 20-year broadcast history.

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