It was actually sinking. Although BuzzFeed reported that last year the company said its swimwear sales totaled $500 million, it noted they were down at the end of the summer in August.

Analyst and founder of consulting fi rmA Line Partners Gabriella Santaniello told Business Insider in April why nixing swimwear was a smart move — it would give the brand time to focus on its core businesses, namely, lingerie. The brand had stated it would divide the company into three businesses: lingerie, beauty, and PINK.

But amid this departure, there are other companies that appear to be filling the void, and that could potentially swoop up part that market. Now that one of the biggest players in the space will be eradicated by the end of the year, many of these brands could find huge opportunities for growth.