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Lingerie retailer Victoria’s Secret opens maiden flagship store in Australia

American fashion lingerie brand Victoria’s Secret has introduced its products to the Australian market.

The brand had earlier opened small pop-up stores in Australia.

The newest store is located at the Chadstone Shopping Centre in Melbourne’s Malvern East. It features a broad range of the Victoria’s Secret’s signature lines, including Body by Victoria, Dream Angels, Bombshell bra range, Very Sexy and Victoria’s Secret Pink.

The store is set up to emulate the lingerie band’s enormous New York outlet on 5th Avenue, with imagery and videos of Victoria’s Secret angels on display next to several tables with panties, bras, teddies, beauty products and sleepwear.

A display table holds about 12,000 pairs of panties for shoppers to pay particular attention to.

The US-based fashion lingerie brand has continued to struggle on its home turf. It is now expanding into France. A slew of other openings in the area hint that it may double down on its international footprint.

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