Victoria’s Secret, an American designer, manufacturer and marketer of women’s premium lingerie, womenswear and beauty products, in association with lifestyle and luxury group, Valiram, will open its first flagship store in Australia’s Melbourne this year.
The store of the lingerie retailer, owned by L Brands, will come up at Chadstone Shopping Mall – one of Australia’s most-popular destinations for international retail openings and luxury brand arrivals.
The entire range of Victoria’s Secret will be stocked at the proposed store which is likely to be inaugurated before Christmas 2018.
The Melbourne store will be brand’s first brick and mortar store in the country; however, the retailer is yet to take final call on the exact store opening day.
The store will allow Aussies to shop for Body by Victoria, Very Sexy, Dream Angels, Bombshell, Cotton Lingerie, and Victoria Sport, the athletic line of the brand which is now restricted to only Victoria’s Secret signature scents, body care collections and Victoria’s Secret PINK.
Currently, Victoria’s Secret retails its products through 21 points-of-sale across Australia in cities such as Sydney, Brisbane and Melbourne in addition to international and domestic terminals of major airports.
Notably, the lingerie retailer recently announced a 5 per cent drop in-store comparable sales during the first quarter. The move to tap the beach country will help the country improve its sales.
