By Ramishah Maruf, CNN

New York (CNN) — Shares of Victoria’s Secret fell Wednesday after the lingerie company took down its US website, saying there was a prolonged “security incident.”

Shoppers visiting the website will see a black screen with the company’s statement rather than its usual selection of lingerie, sleepwear and other products.

The retailer has “identified and are taking steps to address a security incident,” according to a statement posted to its website. “We have taken down our website and some in store services as a precaution.”

It’s rare for a company of Victoria Secret’s size to have such a lengthy site-wide outage. While its physical retail stores remain open, revenue from online shopping is critical for Victoria’s Secret. The brand generated $2 billion in net sales from direct channels that include online shopping in 2024, or roughly a third of its annual sales.

Hackers are getting increasingly sophisticated thanks to artificial intelligence, Richard Blech, CEO of AI security firm XSOC Corp., told to CNN. And many retailers may not be prepared for such attacks since they usually outsource cybersecurity to third-party organizations managing multiple accounts, he said.

“Hackers are ahead of the game and well-resourced,” Blech said. “It’s a critical failure in digital trust.”

In a statement to CNN, Victoria’s Secret said that it “immediately enacted our response protocols” and that “third-party experts are engaged.”

Attacking unprepared retailers seems to be a new trend for sophisticated hackers, according to Blech. CNN reported that US retail companies were targeted by hackers associated with a notorious cybercriminal group this month, prompting FBI intelligence briefings.

The group was suspected of hacking UK-based Marks & Spencer, which severely hindered the company’s online presence and will cost the retailer 300 million pounds in lost operating profits and disruptions until July, Reuters reported. Blech said the intensity of Victoria’s Secret hack could follow a similar trajectory.

CNN has asked the company for more detail. A report from Bloomberg and posts on social media indicate the outage has been going on since at least Monday.

Last year, Victoria’s Secret nabbed Hillary Super as its CEO as the company struggled to maintain demand. Super was previously CEO of Rihanna’s Savage X Fenty, the buzzy, digital-first lingerie venture that gave Victoria’s Secret fresh competition.

CNN’s Sean Lyngaas contributed to this story.

This story has been updated with additional context and information.

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