Victoria’s Secret China has moved from selling branded accessories to opening its first full-range lingerie store in Shanghai.
With a pink glass facade, the four-storey Victoria’s Secret store covers 2500 sqm at Lippo Plaza, along Huaihai Road. Entering China in 2015, the US brand has until now been running only concept stores there.
It has unveiled an aggressive expansion plan for the fast-growing Chinese market, including the launch of its annual lingerie and underwear show in Shanghai by the end of this year, as well as opening a second store in the Sichuan provincial capital of Chengdu.
This follows Limited Brands revealing a week ago it was about to open two full-range Victoria’s Secret stores in China. The company will also soon open a flagship in Hong Kong’s Causeway Bay, in the premises currently occupied by Forever 21.
Limited Brands, or L Brands, is an American fashion retailer that also has Bath & Body Works as a flagship brand.