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Victoria sheds signature pink motif

Lingerie retailer to rollout a creamier palette

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Maybe it's a sign of maturity? Victoria's Secret, the Columbus, Ohio-based retailer of intimate apparel (part of the Intimate Brands division of The Limited), is unveiling a new store format, sans the signature pink tablecloths, carpet, wallpaper, window treatments, etc.

The new design debuts in the Walden Galleria, Cheektowaga, N.Y., later this month. It features a coral and cream color palette and an iron grill nameplate.

The next makeover will be the flagship store on Manhattan's Fifth Avenue, in October. A total rollout of the concept is expected over the next few years.

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