Victoria’s Secret & Co. Launches Happy Nation, a Fully Digital Brand for Tweens
April 19 2022 - 4:30PM
Victoria’s Secret & Co. (NYSE: VSCO) today announced the launch
of Happy Nation, the company’s newest brand. Happy Nation is a
fully digital brand with products for tweens ages 8-13 and offers a
size-inclusive and gender-free product assortment of sweats, swim,
bras, undies and family friendly body care. Products are available
for purchase at happynation.com.
The brand aims to create judgment-free products
for tweens that are accepting, inclusive and supportive and will
serve a unique need in the market for a genuine brand tweens can
call their own. While Happy Nation is a wholly separate brand
within VS&Co, Happy Nation’s launch represents another
celebratory milestone in the company’s continued transformation
journey and evolution, which at its core has been focused on
listening to and being inspired by the real needs of consumers. The
development of the Happy Nation brand was a highly collaborative
initiative which included the insight of various internal leaders
as well as external experts to ensure everything from its creative,
to photography and social media communications foster a safe,
inclusive and supportive environment. Many associates that
developed the brand are also parents of tweens.
“We heard from tweens and their parents that
they felt like there isn’t an apparel or beauty brand that
celebrates and lends a helping hand in their personal evolution,”
said Claudine Rankin, GM at Happy Nation, who led Happy Nation’s
brand development. “As a mother, I feel a deep responsibility to be
intentional about every decision behind this brand. The tween years
can be a time of immense change and challenges yet excitement for
both tweens and their parents, and we hope Happy Nation can provide
the authenticity that younger generations crave, while offering
comfy clothing and body care products that kids and their parents
can feel good about.”
With no plans for Happy Nation retail stores at
this time, the brand will engage its customers on the platforms
they use most. In addition to plans for social and digital
engagement, Happy Nation will activate in the metaverse – a first
for any brand within the VS&Co family – on a popular youth
gaming platform later this summer.
“This is a new demographic for us, so we’ll be
continually gathering feedback as more people get to know Happy
Nation,” said Susan Anderson, Vice President of Creative at Happy
Nation. “We want to make sure we’re engaging in ways that feel
authentic to and resonate with our Happy Crew, such as our upcoming
metaverse integration and presence on one of the most popular youth
gaming platforms. Entering the metaverse is such a natural
extension for this brand – I’m thrilled to be a part of a ‘first’
for this company.”
Happy Nation is driven by three core values that
reflect the customer – from the way it designs and sources
products, to the way it engages with customers and uses its
platform to give back to those in need.
- Empowered to give: Happy Nation customers find
meaning in caring for and giving to others. To start, the brand is
exploring philanthropic partnerships with plans to sponsor a
play-to-donate activation in the metaverse for its first give-back
program later this summer, encouraging tweens to mobilize their
daily interests for good.
- Connected to our community: Happy Nation
strives to create a judgment-free community where tweens can be
their most authentic selves and feel supported and accepted as they
are.
- Friendly to the planet: Happy Nation is
committed to bringing sustainable product to its customers,
including launching with clean body care products that customers
can feel good about.
For more information about Happy Nation, please visit
https://happynation.com/.
About Happy NationHappy Nation
is a fully digital retail brand by Victoria’s Secret & Co.
offering a range of size-inclusive and gender-free products
including sweats, swim, bras, undies and body care for tweens.
Inspired by the generation it serves, the brand empowers others to
give back, care for others and care for our planet. Happy Nation
fosters a judgment-free community that is supportive and accepting
of tweens during some of the most transformative years of their
lives.
About Victoria’s Secret &
Co.Victoria’s Secret & Co. (NYSE: VSCO) is a specialty
retailer of modern, fashion-inspired collections including
signature bras, panties, lingerie, casual sleepwear, athleisure and
swim, as well as award-winning prestige fragrances and body care.
VS&Co is comprised of market leading brands, Victoria’s Secret
and Victoria’s Secret PINK, that share a common purpose of
inspiring and uplifting our customers in every stage of their
lives. We are committed to empowering our more than 30,000
associates across a global footprint of nearly 1,400 retail stores
in more than 70 countries. We provide our customers with products
and experiences that make them feel good inside and out while
driving positive change through the power of our products, platform
and advocacy.
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“Item 1A. Risk Factors” in our Annual Report on Form 10-K filed
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For further information, please contact:
Media Relations:
Brooke Wilson
communications@victoria.com
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