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.
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.
More from the South China Morning Post:
Hong Kong retail spending plunges to 17-year low
'Grand champions of currency manipulation': Trump ratchets up attack on China
How big data can help struggling Hong Kong retailers
Almost two decades of break neck economic growth and increasing prosperity has gotten enough women accustomed to Western tastes and fashion sensibilities that they are dumping local brands.
Victoria's Secret, which first entered China in 2015, has unveiled an aggressive expansion plan in the fast-growing Chinese market. It'll bring its annual show of lingerie and underwear to Shanghai by the end of 2017, besides opening a second store in the Sichuan provincial capital of Chengdu to serve the southwestern Chinese market.