Victoria's Secret opens first Australian flagship

By

Gabriella Lacombe

Published
Dec 11, 2018

Victoria's Secret has brought its lingerie to a whole new continent, opening its first flagship in Australia. 

Located in the Chadstone Shopping Centre in Melbourne's Malvern East, the new store features a wide range of the lingerie brand's signature lines, including Body by Victoria, Dream Angels, the Bombshell bra range, Very Sexy and Victoria’s Secret Pink.

The Melbourne flagship is set up to mirror the lingerie label's massive New York store on 5th Avenue, with images and videos of Victoria's Secret angels on display alongside multiple tables with panties, bras, teddies, beauty products and sleepwear. According to reports, a single in-store display table holds about 12,000 pairs of panties for shoppers to peruse. 

Previous to this store opening, Victoria's Secret had brought small installations and pop-up boutiques to Australia, but had never offered a full range of the label's many lines. 

The new store comes after the lingerie brand's recent Victoria's Secret Fashion Show, which earned record low ratings despite the presence of top models of the moment like Winnie Harlow, Gigi and Bella Hadid, Kendall Jenner, and Victoria's Secret Angel Adriana Lima, who undertook her last walk for the brand. 

As the US-based lingerie label has continued to struggle on its home market, talk of an upcoming expansion into France and a slew of other openings in the region suggest that the brand may be seeking to double down on its international footprint, a hypothesis which would seem to be bolstered by the label's brick-and-mortar debut down under.