Victoria Secret Lingerie Models

In 1982, Victoria's Secret had grown to five stores, a 40-page catalog, and was grossing $6 million annually.[8] Raymond sold the company to Les Wexner, creator of Limited Stores Inc of Columbus, Ohio, for $1 million.[8][28] In 1983, Wexner revamped Victoria's Secret's sales model towards a greater focus on female customers.[29] Victoria's Secret transformed into a mainstay that sold broadly accepted underwear with "new colors, patterns and styles that promised sexiness packaged in a tasteful, glamorous way and with the snob appeal of European luxury" meant to appeal to female buyers.[29] To further this image, the Victoria's Secret catalog continued the practice that Raymond began:[30] listing the company's headquarters on catalogs at a fake London address, with the real headquarters in Columbus, Ohio.[29] The stores were redesigned to evoke 19th century England.

The New York Times reported in 1982 that the financial success of the Victoria's Secret catalog influenced other catalogs by presenting lingerie as "romantic and sensual but tasteful", "in which models are photographed in ladylike poses against elegant backgrounds."[25] Howard Gross became president in 1985.[31] In October of that year, the Los Angeles Times reported that Victoria's Secret was stealing market share from department stores;[32] in 1986, Victoria's Secret was the only national chain devoted to lingerie.[33]

The New York Times reported that Victoria's Secret swiftly expanded to 100 stores by 1986.[34] and described it in 1987 as a "highly visible leader" that used "unabashedly sexy high-fashion photography to sell middle-priced underwear."[35] In 1990, analysts estimated that sales had quadrupled in four years, making it one of the fastest growing mail-order businesses.[36] Sales and profits from the catalog continued to expand due to the addition of clothing, swimwear and shoes and wider circulation.[citation needed]

Cynthia Fedus-Fields oversaw the company's direct business, including its catalog, from the mid-1980s until 2000.[37] During her tenure, total revenues increased to nearly $1 billion.[37] In 1987, Victoria's Secret was reported to be among the bestselling catalogs.[38][39]