US lingerie mega-brand Victoria’s Secret has reconfirmed plans to open a flagship store in central London before rolling out stores in shopping centres.

The UK move is part of a global expansion plan by parent Limited Brands, which has also seen the company in discussions with Specialty Fashion Group as a partner in Australia, and a separate deal air side at Sydney International Airport where its first Down Under store is trading already.

Limited Brands, which also owns La Senza brand, will open a flagship in New Bond St, amidst luxury retailers like Louis Vuitton, Bally, Burberry and Mikimoto – higher grade neighbours than the chain is used to in most US shopping centre locations.

That store, a 16,500sqft site on the corner of New Bond St and Brook St was announced in June last year, originally slated for a 2012 opening. There was also talk of a store in Regent St, but this has not eventuated, perhaps due to skyrocketing rents in what has become a prime strip for promoting brands as much as achieving sales.

A roll-out will follow in shopping centres, with Westfield London and Westfield Stratford amongst likely targets.

Limited Brands executive Martyn Redgrave, in a webcast interview with WWD this week, said the planned mall-based stores will be “large box, A-mall-type units with full assortments”.

But he said the company accepted the stores would be in the UK, not the US, and “we have to learn”.

“That’s what we’re looking to do as we expand, in the UK in particular,” he said.

Victoria’s Secret boasts about 1000 stores the US, Canada and Middle East.