Bikini, begone! Victoria's Secret is about to shock the world by announcing that it will no longer sell swimsuits after this year.
The news is particularly surprising considering the swimwear line is universally beloved and because the company aired two TV specials about the creation of the annual swimsuit catalog.
Several weeks ago Victoria's Secret announced that it would be cutting 200 jobs and eliminating "certain merchandise categories," however, it didn't give specifics about what would be eliminated for its clothing stable.
"Unfortunately, I don't have any information to share at this time, but the brand will address this within the next month," a source told Us Weekly.
Several media outlets, though, revealed that it would stop selling swimwear after 2016.
BuzzFeed News claims that brand will focus its efforts and real estate within the stores to its highly-promoted activewear collection, including the brand's sister line, Pink, which sells yoga pants, sports bras, hoodies and basically everything associated with an active lifestyle.
The company has certainly been hedging it's bets on fitness recently.
In January, Victoria's Secret models Martha Hunt and Elsa Hosk took to the boxing ring -- gloves and all -- to faux fight to promote the legendary company's latest line of female workout gear, Victoria's Secret Sport.
Last year, L Brands, Victoria's Secret's parent company, reported that it sold $500 million in swimwear, which accounted for about 6.5 percent of total sales.
It was also reported that the company will discontinue printing its iconic print catalogs.
CNBC says the new move is part of a major restructuring in order to appeal to millennial consumers.
Leslie H. Wexner, Chairman and CEO or L Brands, said in a statement earlier this year, "Coming off a record year, now is the best time to make improvements…going to from best to even better. We are making those changes to accelerate our growth and to strengthen the business for the long term by narrowing our focus and simplifying our operating model. I am certain that these changes are necessary for our industry-leading brands to reach their significant potential…nonetheless, decisions about people are the most difficult ones to make, and we are taking care to support associates who are being affected by these changes."
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