Victoria’s Secret has opened its debut flagship store in Australia, the first store in the nation to offer the U.S. lingerie giant’s full range of apparel, innerwear and accessories. Located in Melbourne’s Chadstone Shopping Centre, the Victoria’s Secret store opened to much fanfare at 5:30 am local time, with a ribbon cutting ceremony last week.
Some one thousand women camped outside and waited for a first look at the store, according to local media reports, with the first shoppers getting a $180 voucher.
Designed to reflect the firm’s New York flagship store on Fifth Avenue, Victoria’s SecretMelbourne is fitted out the brand’s recognised pink, and hosts an in-store display that holds approximately 12,000 pairs of panties.
There’s also a separate entrance for its Victoria’s Secret Pink collections.
The new Australian store in addition sells Body by Victoria, Very Sexy, Dream Angels, Bombshell, cotton lingerie and Victoria’s Sport athleisure line.
The Melbourne opening marks the first official Victoria’s Secret store in Australia, separating itself from concession stores inside malls and Australian airports that are limited to selling fragrance and cosmetics.
Victoria’s Secret recently announced it had appointed fashion executive John Mehas as its new lingerie chief executive.
Mehas will take over in January, replacing Jan Singer, who has now resigned.
“Our number one priority is improving performance,” L Brands chairman and chief executive officer Leslie Wexner said at the time of announcing.
“I am confident that, under John’s leadership, Victoria’s Secret Lingerie…will continue to be a powerhouse and will deliver products and experiences.”
Victoria’s Secret operates 1600 stores globally.