A Victoria’s Secret Shanghai store will soon be selling the entire range of the iconic North American lingerie brand for the first time in Mainland China.

In a space previously occupied by one of four Louis Vuitton outlets in Shanghai, the 1475 sqm outlet in Huaihai Rd’s Lippo Plaza is expected to open by the end of the year, reports China Daily.

L Brands, the Victoria’s Secret parent company, has opened 20 stores in mainland cities such Chengdu and Guangzhou, as well as Shanghai, in the past year, but they are all “concept stores” selling only accessories and beauty products such as perfumes, shampoos and canvas bags. These concept stores will continue to roll out in China.

Spurred by the country’s growing middle class, the lingerie industry has been experiencing double-digit growth in China. Consulting firm Frost & Sullivan has estimated that China’s lingerie market is worth about US$240 billion.
While the iconic undergarments of Victoria’s Secret are promoted in an annual televised extravaganza, featuring supermodels like Miranda Kerr, they are presently available only in three countries – the US, the UK and Canada.