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Victoria’s Secret to launch in the UK

US lingerie chain Victoria’s Secret is planning to launch a chain of stores in the UK in the first stage of a full European rollout.

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LONDON (Brand Republic) – US lingerie chain Victoria’s Secret is planning to launch a chain of stores in the UK in the first stage of a full European rollout.

The company, famous for its use of catwalk models wearing its range, is thought to have considered buying The Body Shop, a move which would give it an instant 450-store presence in the UK and easy access to Europe.

The chain is also expanding its health and beauty range through the Bath & Body Works stores, the chain owned by parent company Intimate Brand. The chain has a small presence in the UK.

Some retail insiders claim Victoria’s Secret’s luxurious lingerie wares and boudoir-style stores may not be such a hit in the UK, where the underwear market is dominated by “sensible” Marks & Spencer.

Robin Burns, head of the company’s health and beauty division, agreed a cultural divide existed between US consumers and their UK counterparts, but said this could be overcome. She claimed the chain had been responsible for changing the spending habits of the US male –- half the customers at the flagship Victoria’s Secret store in Manhattan, New York, are men.



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