Headlines

Victoria’s Secret Enters China

Focus on beauty, not lingerie

Published

9 years ago

January 19, 2015

L Brands Inc. (Columbus, Ohio) unveiled its first Victoria’s Secret stores in China last week, opening doors in Shanghai, Shenzhen and Guangzhou. The stores are run by retail operator and brand manager Valiram Group (Kuala Lumpur, Malaysia).

Notably absent in the Chinese stores are the company’s trademark bras (China Daily cites possible trading issues). The merchandise offerings instead focus on beauty products and accessories, including the brand’s signature perfumes, panties, and small leather goods, such as bags and luggage.

Five more stores will open in Chongqing, Guangzhou and Chengdu later this month and will also be operated by Valiram, the only authorized partner of Victoria's Secret on mainland China.

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