Global lingerie brand Victoria’s Secret is set to open the doors to its first Australian ‘store of the future’ in Emporium Melbourne, opening December 21.
The store showcases a new design concept, including a more open plan, brighter lighting, updated fitting rooms, and a beauty bar.
It will feature an expanded selection of the brand’s signature bras, undergarments and sleepwear across various collections, as well as swimwear and fragrances.
The new concept follows a previous Victoria’s Secret beauty shop at the Emporium Melbourne, and joins a global mix of around 1,350 stores.
Valiram Group executive director Mukesh Valiram, the parent company of Victoria’s Secret, said the new store design provides an inclusive experience of the Victoria’s Secret brand.
“The new store has an open look and feel, so our customers can clearly see everything and feel comfortable and confident in store,” Valiram said. “The product is the focus, the materials and finishes are new, and it’s a more open and welcoming environment - one that is light, airy, optimistic and authentic.”
The new store will continue the brand’s bra fitting experience, which includes complimentary, personalised one-on-one appointments with specially trained experts
“The Victoria’s Secret bra fitting experience is second to none,” Valiram continued. “Boasting five change rooms, with beautiful finishes, lighting and our qualified bra specialists on hand to elevate that experience to ensure customers feel supported and confident as they get measured and fitted for the perfect bra,” said Mukesh.
Emporium Melbourne senior retail marketing manager Renee Blome welcomed the new Victoria’s Secret addition.
“As the first of the Victoria’s Secret stores to bring to life the brand’s evolution here in Australia, we're excited to be able to offer our customers the ultimate VS shopping experience.”