Victoria’s Secret & Co. Launches Happy Nation, a Fully Digital Brand for Tweens
Victoria's Secret & Co. (NYSE: VSCO) has launched Happy Nation, a fully digital brand targeting tweens aged 8-13. The brand focuses on size-inclusive and gender-free products such as sweats, swimwear, bras, and body care, aiming to create a supportive community. Happy Nation will not have brick-and-mortar stores initially but will integrate with a popular youth gaming platform, marking VSCO's first entry into the metaverse. The brand emphasizes three core values: empowerment, community connection, and sustainability.
- Launch of Happy Nation brand targeting a new demographic (tweens).
- Size-inclusive and gender-free product range strengthens market position.
- First-ever metaverse integration enhances brand engagement.
- None.
New brand will foster judgment-free community and integrate with a popular youth gaming platform, marking VS&Co’s first-ever metaverse integration
REYNOLDSBURG, Ohio, April 19, 2022 (GLOBE NEWSWIRE) -- 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 Nation
Happy 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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For further information, please contact:
Media Relations:
Brooke Wilson
communications@victoria.com
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