This post originally appeared on Reductress.com.
In their largest announcement in years, women's apparel maker Victoria's Secret says it will now begin production of a new line of underwear designed just for women.
The announcement comes on the heels of a poor quarterly earnings report, prompting Victoria's Secret executives to develop new products. According to the world-famous lingerie designer's press release, the new "Women's Only" line is the result of several months of research and development.
"We realized that now is an excellent time to start tapping into the female clothing market," says CEO Sharon Jester Turney. "So we decided to throw our hat in the ring."
Several major companies have started targeting specific products just to women. Nike has been at the forefront of the movement, developing female-friendly athletic apparel, while US Weekly and Tampax aren't too far behind.
The new "For Women" line will feature various bras and pairs of underwear specifically designed to fit the curves and contours of a woman's body.
Said female shopper Kathleen Davis: "Finally there is a clothing line out there with women in mind. The polarization of attention between men and women in fashion finally appears to be balancing out."
Davis' husband also felt positively about the move: "If they start making underwear just for women, I don't know how I'll be able to walk by the store without peeking in!"
Turney says that with the change in clothing we can also expect a change within the pages of the Victoria's Secret catalogue. "Our catalogue may change as well to showcase more women and the products we make for them. We have concluded now is the time to strike on the women front."
Victoria's Secret says they plan on launching the new line in February in conjunction with the launch of woman-focused holiday, Valentine's Day.
HuffPost Entertainment is your one-stop shop for celebrity news, hilarious late-night bits, industry and awards coverage and more — sent right to your inbox six days a week. Learn more