Headlines

Victoria’s Secret Plans ‘Store of the Future’

The retailer is planning three test locations this fall.

Published

3 years ago

July 19, 2021

VMSD Staff

Victoria’s Secret Plans ‘Store of the Future’ — Courtesy of L Brands

Courtesy of L Brands

Victoria’s Secret & Co. (Columbus, Ohio) is planning to debut three “test” locations by this fall. It’s dubbing the concept “store of the future” and is planning to rollout another 10 test locations by 2022, reports CNBC. One of the new stores is reportedly in an “off-mall” strip center, which is a new move for the brand.

“We can take advantage of the traffic that’s in those clearance and off-mall locations … It’s about a flexible environment where we can move merchandise around – based on what’s selling best and selling less,” says Martin Waters, CEO, Victoria’s Secret, reports CNBC.

The company has been working on paring down its store count over the years to focus on higher performing locations. Currently, the retailer has roughly 26 percent of its fleet in A-rated malls, 37 percent in B-rated malls and 13 percent in C-rated malls. Another 24 percent are reportedly located in other property types. In 2018, the brand had 1143 locations and today it operates 867.

VMSD Staff

Drawing on more than 125 years of history serving the retail design market, VMSD magazine provides retail professionals with the most up-to-date, innovative retail design ideas and industry news through its industry-leading magazine, website, social media channels and bulletins.

click to Comment(Comment)

Up Next

Ulta Opening ‘Mini Shops’ in Target

Don't Miss

Guess Discloses Data Breach That Compromised Customer Info

MasterClass: ‘Re-Sparkling’ Retail: Using Store Design to Build Trust, Faith and Brand Loyalty

HOW CAN WE EMPOWER and inspire senior leaders to see design as an investment for future retail growth? This session, led by retail design expert Ian Johnston from Quinine Design, explores how physical stores remain unmatched in the ability to build trust, faith, and loyalty with your customers, ultimately driving shareholder value.

Presented by:
Ian Johnston
Founder and Creative Director, Quinine Design