Victoria’s Secret models are heading for Shanghai as brand opens first lingerie store in China

Victoria’s Secret has opened its first lingerie store in Shanghai after years of selling branded accessories in China, as it picked the most cosmopolitan among major Chinese cities to be the test bed for its offerings of designer under garments.

Interior view of the flagship store of lingerie brand Victoria's Secret at Huaihai Road on February 22, 2017 in Shanghai, China.Fronted by an iconic pink glass facade, the four-storey Victoria’s Secret store occupying 2,500 square metres opened its doors on Thursday along Huaihai Road, a five-minute stroll from Shanghai’s upscale Xintiandi shopping area. Prior to this, the US brand had only operated concept stores in China, selling branded accessories.

The opening of the flagship store will satisfy Chinese women’s “desire to keep up with the pace at the forefront of international fashion,” said Savills Shanghai Retail’s senior associate director Joey Chio, who helped Victoria’s Secret scout its Shanghai site.