L Brands Inc. might be ready to put its Victoria’s Secret problems behind it.
The company is in talks to potentially sell the ailing chain, which forwarded a hyper-sexualized image that fell out of sync with consumers, a source told WWD Wednesday morning.
The Wall Street Journal reported earlier that the company, which also owns Bath and Body Works, was exploring strategic alternatives and that chief executive officer Leslie Wexner was in discussions to step aside.
Investors approved of the prospects of a sale, driving shares of L Brands Up 12.7 percent to $23.18 in early morning trading on Wall Street.
A representative for L Brands said, “We would not comment on such rumors.”