‘Sexy’ Betting with Ticker Change: The 8% Surge in Stock Price

Victoria’s Secret & Co. (NYSE: VSCO) closed at $51.50 on May 20, up 7.94%, lifting its market capitalization to about $4.1 billion (approximately KRW 5.7 trillion). Trading volume reached around 1.36 million shares, driving a one-day market-cap increase of roughly $350 million (about KRW 490 billion).

The company said it will change its New York Stock Exchange ticker from VSCO to VSXY effective June 2, highlighting a brand repositioning around its “sexy” image and confidence in a financial turnaround. As its proxy fight with one of its largest shareholders, BBRC, intensifies, management has been appealing to investors—via shareholder letters and presentations—to support the current board by underscoring recent performance improvements and the progress of its “Path to Potential” strategy.

Victoria’s Secret began in 1977 in the U.S. as a women’s lingerie and beauty specialty retailer and spun off from L Brands in 2021 to become an independent public company. Since then, it has sought to end a prolonged slump through a refreshed brand image and a more diversified lineup. Under CEO Hillary Super, the company has emphasized a turnaround driven by reviving its fashion show, centering on bras, and reducing promotions—efforts that it says have delivered several consecutive quarters of sales growth and improved margins.