By Sabela Ojea

Victoria's Secret unveiled a series of executive appointments that include a new president for PINK as the company seeks to accelerate its efforts to reposition the lingerie brand among young female consumers.

The lingerie retailer on Tuesday said that Anne Stephenson, its merchandising chief, will be promoted to president of Victoria's Secret.

The company named Ali Dillion as the president of PINK, joining the company from the privately owned apparel brand Alex Mill brand, where she was president. Both appointments will be effective May 12.

In addition, Victoria's Secret said that Amy Kocourek is the new head of the beauty division, often described by Chief Executive Hillary Super as the company's "powerhouse" business.

Kocourek took over the beauty line in March, joining from jewelry brand Kendra Scott.

"With their customer-centric approach, I'm confident they'll help us unlock the full potential of our brands, capture the next generation of consumers, and strengthen our market leadership," Super said about the appointments.

Victoria's Secret is in the midst of a turnaround called "Path to Potential" under the leadership of Super, who assumed the CEO job last year from competitor Savage X Fenty. Its stock is down 12% over the past 12 months, and has fallen 59% year to date.

Improving PINK's financials, product execution and connection with consumers has been one of Super's priorities.

"We are focused on reestablishing the brand's magic and market position," Super told analysts last month. "We are recommitting to Pink and winning the next generation of consumers."

Write to Sabela Ojea at sabela.ojea@wsj.com

(END) Dow Jones Newswires

April 08, 2025 17:52 ET (21:52 GMT)

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