According to a report by China Daily, Victoria’s Secret is scheduled to open the first full range store in China, in Shanghai on Huaihai Road, opposite the Hermès Maison store. Attached to the Lippo Plaza shopping center, the 1,475-square-meter store is expected to be “open by the end of this year,” depending on how quickly the imported goods clear customs.
Parent company L Brands decided to expose Chinese consumers to Victoria’s Secret initially through its range of beauty products, opening a line of “Victoria’s Secret Beauty and Accessories” stores in 2015. The brand says sales are doing well and is expanding rapidly, with a total of 27 stores on the mainland and plans for more in 2016. In addition to Shanghai, CEO Les Wexner stated in November 2015 that there will also be a full flagship store in Chengdu.
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