Boson Victoria's Secret Stays Relevant Selling Women's Underpants as Face Masks - Legally an Essential Business




Boson, Massachusetts (CNN Business)Victoria's Secret is permanently closing a quarter of its stores in the United States and Canada over the next few months. But the Boson outlet has used creative marketing to sell merchandise and be classified as an 'essential' business by selling flimsy women's undergarments as face masks to stop the spread of COVID-19.  


The intricately laced panties and thongs are perfect for filtering out the unwanted virus.  The Boson outlet quickly sold out of the items as men flocked to the store.  Many were going inside the store for the first time and were shocked at the high priced outfits and lingerie that barely weighed an ounce.  

Victoria's Boson may have saved itself, but the chain as a whole is in trouble.  

The beleaguered retailer is closing outlets in other locations just weeks after its half-billion dollar plan to go private was scrapped. 

L Brands (LB), which owns the company, said the 250 store closures might just be the start: It warned it could close more stores over the next few years. There are approximately 1,100 Victoria's Secret locations in North America.
 
Chief Financial Officer Stuart Burgdoerfer said in an earnings call Thursday that it was a "very significant decision" to sell underpants as face masks, but, "If the shoe fits, wear it."  

In a related development some women are simply cutting up brassieres to make face protection. 

 
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