Victoria’s Secret to Open Stores in Russia

Category: Lingerie news September 16th, 2011

Victoria’s Secret has set its eyes on the world domination as the brand is going to open four stores in Russian capital city, Moscow. From September through December the Victoria’s Secret stores will pop up across the city from Kapitoly shopping center to Ebropeisky shopping center. The Moneks Trading that already operates The Body Shop, Claire’s, American Eagle and other brands has obtained a franchise to operate Victoria’s Secret:

The trademark is doomed to success in Russia – the brand is well known in Russia and many consumers already have experience of buying it abroad.

Budget and lower middle segments of the market have currently the best prospects for growth today.

At an average price of 15 euros per product, the sales growth rate may reach 25-30 percent per year for the most successful players in the market.

said Darya Yadernaya, head of the analytic department of Esper Group. According to Esper Group the lignerie sales in Russia experience rise 10-12 % annual growth compared to just 2-3 %, 3.5 % in Europe and U.S. accordingly.

The Russian stores will be distinguished from the American stores in concept and the stores will be operating in the cities’ most prominent areas.

Victoria’s Secret has already opened several flagship stores in Canada and now plans to come to UK, London as well as there were also talks about opening a store in Australia.

Meanwhile take a look at Marina Linchuk Victoria’s Secret lingerie photoshoot. She models bras and briefs in sets and separates, prints and solids. Styles include sexy dressy ones and more everyday pieces: