Victoria's Secret spreads out

US-based lingerie chain Victoria's Secret is set to boost its retail network in Australia, in partnership with the Valiram Group.

The specialty retailer, which also stocks beauty products, launched its first store at Sydney International Terminal 1 in 2010 and in Sydney Domestic Terminal 3 in 2011. The brand also operates a store at Melbourne International Airport.

However, due to strong demand, the brand will now open its fourth Victoria’s Secret Beauty & Accessories outlet at Melbourne Qantas Domestic Terminal 1 on October 15.

The store, accessible to all residents of Melbourne as well as travellers, will offer an assortment of Victoria’s Secret beauty products, including fragrances such as 'Bombshell', and the newest fragrance, 'Body by Victoria'.

The outlet will also house a unique collection of accessories exclusive to the Victoria’s Secret’s Beauty & Accessories concept store, including bags, luggage, passport covers and travel wallets in both nylon and genuine leather, as well as cosmetic and toiletry bags, sunglasses, bangles and key rings.

The Melbourne Domestic Airport location is also set to sport a new design, the first of its kind in Australia, incorporating a modern approach with a dynamic pink and black storefront.

The contemporary interior will also comprise a gallery of iconic black and white Victoria’s Secret supermodel imagery, in order to showcase the product and lure foot traffic.

Victoria's Secret, owned by American company Limited Brands, is a leading specialty retailer of lingerie and beauty products and currently operates more than 1,000 Victoria's Secret Lingerie & Beauty stores, in addition to a brand catalogue and an e-boutique.

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