Victoria’s Secret – Brand Name Meaning, History & Business Success

Victoria's Secret is one of the most recognizable lingerie and lifestyle brands in the world, known for redefining how intimate apparel is marketed and perceived.

Brand Name Meaning & Story

The name Victoria’s Secret was coined in 1977 by founder Roy Raymond. “Victoria” refers to the Victorian era, a time associated with refinement, modesty, and hidden elegance. The word “Secret” symbolized the private, intimate nature of lingerie—something discreet yet alluring. Together, the name suggested sophistication rather than embarrassment, making men feel comfortable buying lingerie and women feel empowered wearing it.

Why This Name Worked

The brand name cleverly balanced class and curiosity. Instead of being explicit, it relied on implication, mystery, and heritage—an approach that helped Victoria’s Secret stand out in a conservative retail environment. This strategy is still widely referenced in brand name generator and company name suggestion case studies.

Ownership & Business Evolution

Victoria’s Secret was sold to Les Wexner, founder of L Brands, in the early 1980s. Under his leadership, the company expanded aggressively, becoming a global powerhouse. In 2021, Victoria’s Secret & Co. became an independent, publicly traded company.

Brand Identity & Visual Language

• Primary Colors: Black, white, blush pink

• Sub-brand: PINK (targeting Gen Z and younger millennials)

• Hidden Brand Cue: Luxury-inspired European naming to elevate perception

Business Success & Net Worth

At its peak, Victoria’s Secret generated over $7 billion annually. While facing competition and cultural shifts, the brand remains influential and is actively repositioning itself with inclusivity and modern branding.

Brand Facts & Naming Insights

• A classic example used in how to name it branding guides

• Demonstrates how storytelling enhances brand memorability

• Often cited for brand name ideas in fashion and lifestyle sectors