Victoria’s Secret expands presence in Melbourne

The U.S. lingerie giant disclosed plans on Wednesday to open the store in the Highpoint Shopping Centre.

Victoria’s Secret continues its expansion across Australia with the announcement of a new store in Melbourne, marking its third full-assortment location in the city. The U.S. lingerie giant disclosed plans on Wednesday to open the store in the Highpoint Shopping Centre, enhancing its retail presence in Victoria’s capital.

Innovative design and shopping experience

Set to open next month, the Victoria’s Secret store at Highpoint Shopping Centre promises an innovative retail environment tailored to provide a unique shopping experience. The store’s design features an open concept layout that is streamlined for easy navigation, ensuring customers can move seamlessly throughout the space. The fitting-room experience has been enhanced to offer personalized, one-on-one bra fitting appointments, further enhancing customer satisfaction.

Product offerings

The store will stock a comprehensive range of Victoria’s Secret products, including the brand’s signature bras, panties, and sleepwear. In addition to intimates, customers can explore Victoria’s Secret Beauty and Pink Beauty collections, featuring fine fragrances, scents, and mists.

Expansion strategy

This new location at Highpoint Shopping Centre marks Victoria’s Secret’s fourth full-assortment store in Australia. The brand has been steadily expanding its presence in the country, with its flagship Gold Coast store opening at Pacific Fair Shopping Centre in 2023.