Victoria’s Secret debuts in Australia with first flagship store at Chadstone

The US lingerie giant Victoria’s Secret unveiled its store at Chadstone Shopping Centre, featuring all the hallmarks of VS — sexy lingerie, pink and black tones, baby pink and blush striped bags, wardrobe-style displays, and footage of Victoria’s Secret Angels walking the runway playing on big screens.

The huge space at Chadstone is similar in design and layout to the retailer’s iconic location on New York’s 5th Ave, with one in-store display said to hold 12,000 pairs of lace and cotton knickers. About 1000 customers lined up ahead of the store’s opening at Chadstone today.

Other offers including three sets of lace knickers for $55, and a free tote with purchases over $100 purchase (limited time and stocks apply) and 20 per cent off sleepwear.

Victoria’s Secret new flagship store in Australia at Chadstone, Melbourne

Up until now, Victoria’s Secret has only operated “mini” boutiques in Australia, which stock briefs, accessories and fragrances but none of the brand’s signature bras. Victoria’s Secret has more than 1600 lingerie and beauty stores globally.

Victoria’s Secret this week announced it had appointed fashion executive John Mehas as its new lingerie chief executive, hoping to boost its ailing fortunes. Mehas will take over in January, replacing Jan Singer, who resigned with the brand under fire for slumping sales, idealised glamazonian femininity and reluctance to put larger and transgender models on the catwalk.

His appointment was announced as Victoria’s Secret parent company L Brands reported third-quarter results with a net loss of $42.8 million compared to net income of $86 million last year

Mehas comes to Victoria’s Secret, the lingerie market leader in the United States, from Tory Burch, where he is currently president.

Victoria’s Secret new flagship store in Australia at Chadstone, Melbourne