Victoria's Secret discontinues catalogs, swimwear line

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Paper Cut: Victoria's Secret Is Done With Catalogs

Sorry, ladies; your mailman's bulging sack is about to get a lot less sexy.

Victoria's Secret is discontinuing its catalogs, the Columbus Dispatch reports.

The company is also discontinuing its swimwear line.

Leslie H. Wexner, founder of VS parent company L Brands, said at a shareholders meeting on Thursday that the discontinuations are part of a bid to simplify operations for the company.

Wexner said that, after examining the company's operations, he "diagnosed a problem: Too damn much complexity. Victoria's had to be simplified so that it could be faster, more efficient."

See images from the 2015 Victoria's Secret Fashion Show:

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Victoria's Secret Fashion Show 2015
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Victoria's Secret discontinues catalogs, swimwear line
NEW YORK, NY - NOVEMBER 10: Model Elsa Hosk walks the runway during the 2015 Victoria's Secret Fashion Show at the Lexington Armory on November 10, 2015 in New York City. (Photo by Michael Stewart/FilmMagic)
CNBC EVENTS -- 2015 Victoria's Secret Fashion Show -- Pictured: Model Bridget Malcolm walks the runway during the 2015 Victoria's Secret Fashion Show in New York City on November 10, 2015. -- (Photo by: Adam Jeffery/CNBC)
Photo by Jamie McCarthy/Getty Images
Photo by Jamie McCarthy/Getty Images
Photo by Jamie McCarthy/Getty Images
Photo by Jamie McCarthy/Getty Images
Photo by Jamie McCarthy/Getty Images
NEW YORK, NY - NOVEMBER 10: Model and Victoria's Secret Angel Candice Swanepoel from South Africa walks the runway during the 2015 Victoria's Secret Fashion Show at Lexington Armory on November 10, 2015 in New York City. (Photo by Kevin Mazur/WireImage)
Photo by Jamie McCarthy/Getty Images
Photo by Kevin Mazur/WireImage
Photo by Dimitrios Kambouris/Getty Images for Victoria's Secret
Photo by Kevin Mazur/WireImage
Photo by Jamie McCarthy/Getty Images
Photo by Dimitrios Kambouris/Getty Images for Victoria's Secret
Photo by Jamie McCarthy/Getty Images
Photo by Jamie McCarthy/Getty Images
Photo by Dimitrios Kambouris/Getty Images for Victoria's Secret
Photo by Jamie McCarthy/Getty Images
Photo by Dimitrios Kambouris/Getty Images for Victoria's Secret
Photo by Jamie McCarthy/Getty Images
Photo by Dimitrios Kambouris/Getty Images for Victoria's Secret
Photo by Dimitrios Kambouris/Getty Images for Victoria's Secret
Photo by Dimitrios Kambouris/Getty Images for Victoria's Secret
Photo by Dimitrios Kambouris/Getty Images for Victoria's Secret
Photo by Dimitrios Kambouris/Getty Images for Victoria's Secret
Photo by Jamie McCarthy/Getty Images
Photo by Jamie McCarthy/Getty Images
Photo by Dimitrios Kambouris/Getty Images for Victoria's Secret
Photo by Jamie McCarthy/Getty Images
Photo by Jamie McCarthy/Getty Images
Photo by Dimitrios Kambouris via Getty Images
Photo by Kevin Mazur/WireImage
Photo by Dimitrios Kambouris/Getty Images for Victoria's Secret
Photo by Jamie McCarthy/Getty Images
Photo by Jamie McCarthy/Getty Images
Photo by Jamie McCarthy/Getty Images
Photo by Jamie McCarthy/Getty Images
Photo by Dimitrios Kambouris/Getty Images for Victoria's Secret
Photo by Dimitrios Kambouris/Getty Images for Victoria's Secret
NEW YORK, NY - NOVEMBER 10: Model Maria Borges walks the runway during the 2015 Victoria's Secret Fashion Show at Lexington Avenue Armory on November 10, 2015 in New York City. (Photo by Taylor Hill/Getty Images)
NEW YORK, NY - NOVEMBER 10: The Weeknd performs as Victoria's Secret Angel Alessandra Ambrosio walks the runway at the 2015 Victoria's Secret Fashion Show at Lexington Avenue Armory on November 10, 2015 in New York City. (Photo by Taylor Hill/Getty Images)
NEW YORK, NY - NOVEMBER 10: The Weeknd performs as Constance Jablonski walks the runway at the 2015 Victoria's Secret Fashion Show at Lexington Avenue Armory on November 10, 2015 in New York City. (Photo by Taylor Hill/Getty Images)
NEW YORK, NY - NOVEMBER 10: The Weeknd performs as Victoria's Secret Angel Behati Prinsloo and model Joan Smalls walk the runway at the 2015 Victoria's Secret Fashion Show at Lexington Avenue Armory on November 10, 2015 in New York City. (Photo by Taylor Hill/Getty Images)
NEW YORK, NY - NOVEMBER 10: The Weeknd performs as Joan Smalls walks the runway at the 2015 Victoria's Secret Fashion Show at Lexington Avenue Armory on November 10, 2015 in New York City. (Photo by Taylor Hill/Getty Images)
NEW YORK, NY - NOVEMBER 10: Victoria's Secret Angel Lily Aldridge walks the runway at the 2015 Victoria's Secret Fashion Show at Lexington Avenue Armory on November 10, 2015 in New York City. (Photo by Taylor Hill/Getty Images)
NEW YORK, NY - NOVEMBER 10: A model walks the runway during the 2015 Victoria's Secret Fashion Show at Lexington Armory on November 10, 2015 in New York City. (Photo by Kevin Mazur/WireImage)
NEW YORK, NY - NOVEMBER 10: Model Valery Kaufman from Russia walks the runway during the 2015 Victoria's Secret Fashion Show at Lexington Armory on November 10, 2015 in New York City. (Photo by Kevin Mazur/WireImage)
NEW YORK, NY - NOVEMBER 10: A model walks the runway during the 2015 Victoria's Secret Fashion Show at Lexington Armory on November 10, 2015 in New York City. (Photo by Kevin Mazur/WireImage)
NEW YORK, NY - NOVEMBER 10: Model Shanina Shaik from Australia walks the runway during the 2015 Victoria's Secret Fashion Show at Lexington Armory on November 10, 2015 in New York City. (Photo by Kevin Mazur/WireImage)
NEW YORK, NY - NOVEMBER 10: Model Megan Puleri from Ohio walks the runway during the 2015 Victoria's Secret Fashion Show at Lexington Avenue Armory on November 10, 2015 in New York City. (Photo by Dimitrios Kambouris/Getty Images for Victoria's Secret)
NEW YORK, NY - NOVEMBER 10: Model and new Victoria's Secret Angel Kate Grigorieva from Russia walks the runway during the 2015 Victoria's Secret Fashion Show at Lexington Armory on November 10, 2015 in New York City. (Photo by Kevin Mazur/WireImage)
NEW YORK, NY - NOVEMBER 10: Model and New Victoria's Secret Angel Sara Sampaio from Portugal walks the runway during the 2015 Victoria's Secret Fashion Show at Lexington Armory on November 10, 2015 in New York City. (Photo by Kevin Mazur/WireImage)
NEW YORK, NY - NOVEMBER 10: Model Ming Xi from China walks the runway during the 2015 Victoria's Secret Fashion Show at Lexington Armory on November 10, 2015 in New York City. (Photo by Kevin Mazur/WireImage)
NEW YORK, NY - NOVEMBER 10: Model Lily Donaldson from The United Kingdom walks the runway during the 2015 Victoria's Secret Fashion Show at Lexington Armory on November 10, 2015 in New York City. (Photo by Kevin Mazur/WireImage)
NEW YORK, NY - NOVEMBER 10: Selena Gomez performs onstage during the 2015 Victoria's Secret Fashion Show at Lexington Armory on November 10, 2015 in New York City. (Photo by Kevin Mazur/WireImage)
NEW YORK, NY - NOVEMBER 10: Model and New Victoria's Secret Angel Taylor Hill from Illinois walks the runway during the 2015 Victoria's Secret Fashion Show at Lexington Armory on November 10, 2015 in New York City. (Photo by Kevin Mazur/WireImage)
NEW YORK, NY - NOVEMBER 10: Models Jasmine Tookes, Lais Ribeiro, Elsa Hosk, Candice Swanepoel, Adriana Lima, Behati Prinsloo, Lily Aldridge, Romee Strijd, Alessandra Ambrosio, Kate Grigorieva, Monika Jagaciak and Stella Maxwell walk the runway during the 2015 Victoria's Secret Fashion Show at Lexington Avenue Armory on November 10, 2015 in New York City. (Photo by Jamie McCarthy/Getty Images)
NEW YORK, NY - NOVEMBER 10: Models including Victoria's Secret Angel Adriana Lima, Victoria's Secret Angel Behati Prinsloo, Victoria's Secret Angel Lily Aldridge, walk the runway during the 2015 Victoria's Secret Fashion Show at Lexington Avenue Armory on November 10, 2015 in New York City. (Photo by Dimitrios Kambouris/Getty Images for Victoria's Secret)
NEW YORK, NY - NOVEMBER 10: Model Lily Donaldson from Britain walks the runway during the 2015 Victoria's Secret Fashion Show at Lexington Armory on November 10, 2015 in New York City. (Photo by Kevin Mazur/WireImage)
NEW YORK, NY - NOVEMBER 10: Model Lily Donaldson from Britain walks the runway during the 2015 Victoria's Secret Fashion Show at Lexington Armory on November 10, 2015 in New York City. (Photo by Kevin Mazur/WireImage)
NEW YORK, NY - NOVEMBER 10: Model Gigi Hadid from California walks the runway during the 2015 Victoria's Secret Fashion Show at Lexington Avenue Armory on November 10, 2015 in New York City. (Photo by Dimitrios Kambouris/Getty Images for Victoria's Secret)
NEW YORK, NY - NOVEMBER 10: Model Magdalena Frackowiak from Poland walks the runway during the 2015 Victoria's Secret Fashion Show at Lexington Armory on November 10, 2015 in New York City. (Photo by Kevin Mazur/WireImage)
NEW YORK, NY - NOVEMBER 10: A model walks the runway during the 2015 Victoria's Secret Fashion Show at Lexington Armory on November 10, 2015 in New York City. (Photo by Kevin Mazur/WireImage)
NEW YORK, NY - NOVEMBER 10: Model Bruna Lirio walks the runway during the 2015 Victoria's Secret Fashion Show at Lexington Armory on November 10, 2015 in New York City. (Photo by Kevin Mazur/WireImage)
NEW YORK, NY - NOVEMBER 10: Model Maud Welzen from The Netherlands walks the runway during the 2015 Victoria's Secret Fashion Show at Lexington Avenue Armory on November 10, 2015 in New York City. (Photo by Dimitrios Kambouris/Getty Images for Victoria's Secret)
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The elimination doesn't come entirely out of left field; during Thursday's meeting, L Brands CFO Stuart Burgdoerfer said that the company did a test elimination of the catalog in two markets for a year, and "saw no significant change in sales."

Meanwhile, the company had been spending between $125 million and $150 million annually to publish and mail the catalogs.

"If we were starting the business today, would one of our marketing activities be paper catalog?" Burgdoerfer pondered.

TheWrap has reached out to spokespeople for L Brands and Victoria's Secret for comment.

Victoria's Secret will be compartmentalized into three distinct segments: Victoria's Secret Lingerie, Victoria's Secret Pink and Victoria's Secret Beauty, each led by a different executive reporting to Wexner.

Sales will revolve around online transactions and Victoria's Secret's brick-and-mortar locations.

"The rationale behind our category exits is that we focus on our most significant core categories," Burgdoerfer offered. "Our conclusion was that swim is not a core category. We're making changes from a position of strength."

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