Leading specialty retailer of intimates and beauty products, Victoria’s Secret, has opened its first Australian ‘Store of the Future’ in Melbourne’s CBD at luxury shopping destination, Emporium Melbourne. The new store showcases the brand’s evolution and a revamped design.

The store is part of the brand’s newly introduced retail concept, Store of the Future, providing a unique shopping experience for customers. Specific to this new store design is a more open floorplan, brighter lighting, updated fitting rooms and a beauty bar.

The store also features a wide selection of signature bras, panties and sleepwear across a multitude of collections. While the Emporium Melbourne centre previously housed a Victoria’s Secret Beauty Store, the new space will expand both the store footprint and product range to include more Victoria’s Secret offerings, from beauty and lingerie to loungewear and swimwear, fragrances and more.

According to Mukesh Valiram, executive director of Valiram Group, parent company of Victoria’s Secret in Australia, the new store design provides an inclusive and empowering customer experience.

“The new store has an open look and feel, so our customers can clearly see everything and feel comfortable and confident in-store. The product is the focus, the materials and finishes are new and it’s a more open and welcoming environment, one that is light, airy, optimistic and authentic,” he said.

Personalised one-on-one bra-fitting appointments with specially trained bra-fit experts will also be available at the new store. Bra-fittings are complimentary, and no appointment is required. 

“The Victoria’s Secret bra-fitting experience is second to none. Boasting five change rooms, with beautiful finishes, lighting and our qualified bra specialists on hand to elevate that experience to ensure customers feel supported and confident as they get measured and fitted for the perfect bra,” Valiram said.

Emporium Melbourne senior retail marketing manager, Renee Blome added, “We are thrilled that global lingerie giant, Victoria’s Secret has chosen Emporium Melbourne as the location for its flagship Australian store. As the first of the Victoria’s Secret stores to bring to life the brand’s evolution here in Australia, we’re excited to be able to offer our customers the ultimate VS shopping experience.”