Victoria’s Secret launches tween brand, Happy Nation

Victoria’s Secret & Co. is targeting a new demographic with the launch of its brand Happy Nation, aimed at tweens ages eight through 13. The collection includes sweats, swim suits and underwear that’s gender-free and size-inclusive. The company has no plans for Happy Nation stores but will engage digitally, and is headed to the metaverse this summer. Victoria’s Secret says this is part of the continued transformation of the brand, with the company announcing its first male brand ambassador on Tuesday. Victoria’s Secret stock was up 3% in Wednesday premarket trading, but has tumbled 8.7% for the year to date. In comparison, the benchmark S&P 500 index is down 6.4% for 2022 so far.

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