Victoria’s Secret to introduce ‘store of the future’ concept in Melbourne

Lingerie label Victoria’s Secret is set to launch its first Australian store-of-the-future retail concept on the ground level of the luxury shopping complex Emporium Melbourne this Wednesday. 

The concept store will introduce a new design with a more open floor plan, brighter lighting, updated fitting rooms, a beauty bar, and soft touches throughout. It will have five change rooms together with personalised one-on-one bra-fitting service with trained experts. 

“The new store has an open look and feel, so our customers can see everything and feel comfortable and confident in store,” said Mukesh Valiram, executive director of Valiram Group, which manages Victoria’s Secret in Australia. 

“The product is the focus, the materials and finishes are new and it’s a more open and welcoming environment, one that is light, airy, optimistic and authentic.”

The Australian flagship will be home to a full selection of the brand’s bras, panties, sleepwear, beauty items and fragrances. 

Victoria’s Secret’s new retail concept in Australia came about a year after the brand expanded its online presence in the country with the launch of an e-commerce beauty store. 

Founded in 1935, Valiram is the operator of 400 stores ranging from luxury fashion labels and lifestyle to F&B brands in Asia Pacific. Victoria’s Secret has about 1350 retail stores worldwide.

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