Victoria’s Secret launches India online store; to have brick and mortar outlets

NEW DELHI: American beauty and intimate wear retailer Victoria’s Secret has launched its online store in India, years after it opened a single store in the country, to sell its range of fragrances, body care, accessories, and beauty products. Along with Major Brands (India), Pvt. Ltd., the retailer will also be selling its products through its franchisee. Ltd confirmed Tuesday that it will open full-line lingerie brick-and-mortar stores in Delhi and Mumbai by summer 2022.

In 2014, the retailer opened its first store in India at Delhi Airport. However, it limited its range to beauty and fragrances. Its most popular intimate wear was not included. The store was closed last year.

The e-store, www.victoriassecretbeauty.in, officially launched on 22 November, will house the brand’s fragrances, body care, mist collections, accessories, and PINK beauty collections, the retailer, in India through its franchisee retailer Major Brands India, said.

Victoria’s Secret was part of erstwhile L Brands, Inc, an American specialty retailer based in Columbus, Ohio. L Brands, Inc. renamed itself Bath & Body Works, Inc. in April 2018. 

Bath & Body Works is a brand of body care products and fragrances. Major Brands also manages the Bath & Body Works shops in India.

In August, L Brands concluded demerging the Victoria’s Secret business into an independent, public company through a spin-off to L Brands shareholders. The new company, named Victoria’s Secret & Co., includes Victoria’s Secret Lingerie, PINK and Victoria’s Secret Beauty. It is listed on NYSE with nearly 1,400 retail outlets worldwide.

It sells a wide variety of signature bras and panties, lingerie and casual sleepwear, as well fragrances and bodycare products. Its annual revenue is approximately $2.5 million. fashion show, which started in 1995, that features some of the world’s top supermodels has drawn criticism in recent years for being “sexist”, “outdated” “lacking diversity”.

Major Brands operates as a partner in India for international labels such as Aldo, Aldo Accessories, Bath & Body Works, Charles & Keith, Beverly Hills Polo Club, Call It Spring, Inglot, La Senza, and now Victoria’s Secret.

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