Victoria’s Secret expands Australian retail footprint with new Melbourne store

U.S. lingerie giant Victoria’s Secret announced on Wednesday it is further expanding its Australian footprint with the opening of its third full-assortment Melbourne store. 
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Located in the Victorian capital’s Highpoint Shopping Centre, the new Victoria’s Secret store will feature innovative design, aimed at “providing a unique shopping experience for all customers,” according to a press release.

Inside, the store’s layout is an open concept designed, but streamlined, so customers can move easily throughout the space, alongside an enhanced fitting-room experience, to ensure a seamless shopping experience. 

Opening next month, the Victoria’s Secret Highpoint Shopping Centre store will be stocked with the American brand’s signature bras, panties and sleepwear with personalised, one-on-one bra fitting appointments also available.
 
Alongside the brand’s intimates, there will also be Victoria’s Secret Beauty and Pink Beauty, including the brand’s fine fragrances, scents and mists.   
 
The Highpoint Shopping Centre store will open its doors on August 2. The new locations will be the brand’s fourth Australian full-assortment store following the opening of the Gold Coast flagship location at Pacific Fair Shopping Centre in 2023.