Victoria’s Secret & Co. has announced the launch of a new brand called Happy Nation. Targeting the Gen Z’s younger tween siblings, the brand includes intimate apparel, sweatpants, swimwear and a selection of skin and hair products. Reflecting Gen Z’s fluid approach, the brand is being positioned as gender free and size inclusive and will be a stand-alone brand positioned separately from Victoria’s Secret and Pink.
Discussing the brand’s plans to meet the customers where they exist, Susan Anderson, vice president of creative at Happy Nation said, “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.”
In what has become an everyday practice of brands targeting younger customers, part of Happy Nation’s game plan include partnership with philanthropic programs in an effort to “show people how everyone can give back whether it be through donations to charities or on a daily basis.”
Formerly an L Brands company, Victoria’s Secret was spun out as separate company in August 2021. Renamed Victoria’s Secret & Co, the company and was listed on New York Stock Exchange under the VSCO ticker in August 2021.
Ranging in price from $5 for panties up to $30 for a hoodie, Happy Nation’s debut collection is now available on happynation.com.