Victoria’s Secret to open first full assortment store in Central America

By

Francelia Rodriguez Ceballos

Published
May 31, 2017

Victoria’s Secret is ramping up efforts to attract consumers in South and Central America with the launch of its first full range store in the region.

The brand told FashionNetwork.com that the first flagship selling the full assortment will be located at Multiplaza Panama. It opens in partnership with local retailer Grupo David, which also represents brands like Bath & Body Works and The Children’s Place in the region.

The Victoria’s Secret shop is due to open in the coming months and will stock the brand’s lingerie collections, as well as the sportswear line Victoria Sport, the youth apparel line PINK, fragrances and beauty products.

With this opening, the L Brands-owned US label strengthens its presence in South and Central America and introduces the full assortment to consumers. It follows the opening of its first full range store in Mexico last year.
Additionally, Victoria’s Secret arrived to Peru’s Jockey Plaza last year. The store has been a huge success, beating sales expectations and attracting masses of people, said Carlos Gerardo Marcano, retail director at Grupo David Enterprises to FashionNetwork.com.

According to L Brand’s latest financial report, Victoria’s Secret will end 2017 with approximately 600 stores worldwide, including directly-owned locations and franchises.