Victoria's Secret to Sell Lingerie, Apparel on Amazon

Victoria's Secret announced Tuesday it was collaborating with Amazon.com to offer its customers fashion and lingerie products. This is an expansion of its collaboration, which first began last year with the launch of Victoria's Secret Beauty in Amazon stores. Now, more than 4,000 Victoria's Secret items will be available at Amazon.com, including the brand's bras, panties, sleep, swim and loungewear. Select bra and apparel styles will also be eligible for Amazon's Prime Try Before You Buy, where Prime members can try on the products at home before buying them. The collaboration marks the first time Victoria’s Secret lingerie and apparel styles are available through a retail partner in North America.

“We're thrilled to be expanding our relationship with Amazon,” said Greg Unis, chief growth officer at Victoria’s Secret & Co. “Following the success of previous product launches, we have continued to expand our assortment offering with Amazon Fashion and it remains a natural extension of our owned channels.”

Total Retail's Take: Victoria's Secret is expanding access and creating a new way for consumers to discover and engage with the brand beyond its own e-commerce site and brick-and-mortar stores. Victoria's Secret is following in the footsteps of other major retailers, including Gap Inc., which began partnering with Amazon Fashion in November.

The decision to sell or not to sell on Amazon has long been a dilemma for brands. While there are the obvious benefits of additional brand exposure, there are drawbacks to consider. As this Harvard Business Review article states, brands face real challenges from selling on the platform, including dealing with competing or counterfeit products, third-party sellers, reduced sellers' margins, and customer data constraints. For now, Victoria's Secret believes the benefits of selling on Amazon outweigh the negatives.