Before the era of online commerce, catalogs were the holy grail of shopping without leaving your house. Top on the list for many consumers were the thick books full of Victoria’s Secret merchandise. While the retailer continues to send out those catalogs, the company’s parents has plans to step away from the iconic mailers in the future.

L Brands, the company behind Victoria’s Secret and several other retail brands, announced Thursday that it will restructure the retailer’s business in an attempt to streamline operations and focus more on its core merchandise offerings, Bloomberg reports.

The company plans to refocus how it reaches customers, and that apparently doesn’t include the use of as many catalogs.

The company says that the restructuring will include changes in how it connects with customers “through more focus on loyalty programs and brand-building engagement rather than traditional catalogues and offers.”

Additionally, L Brands says the reorganization will cut about 200 corporate jobs and transition Victoria’s Secret’s business into three units focused on lingerie, the PINK brand, and Victoria’s Secret Beauty.

“These changes are necessary for our industry-leading brands to reach their significant potential,” L Brands CEO Les Wexner said. “Nonetheless, decisions about people are the most difficult ones to make.”

Victoria’s Secret Cuts Jobs as Lingerie Giant Shifts Away From Iconic Catalog [Bloomberg]

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