Victoria's Secret opens travel retail unit in Brussels

By

Anaïs Lerévérend

Published
Nov 27, 2013

American lingerie giant Victoria’s Secret has opened its travel retail concept at Zaventem airport, close to Brussels in Belgium. The store, unlike traditional Victoria’s Secret boutiques which typically sell lingerie, is dedicated to the brand’s line of beauty products and accessories.

The store, opened in partnership with Belgian Sky Shops, is the first step in the brand’s Belgian expansion plan. A second opening is scheduled to open in mid-December in the airport’s second terminal.

Parent group Limited Brands now has a network of 18 franchised stores in Europe and Russia, with recent openings including Lisbon, Gothenburg and Hamburg. The group entered Asia via its travel retail concept and has since expanded into shopping centres via partnerships with specialized distributors.

After entering the UK in summer 2012, Victoria’s Secret has five directly operated stores in the country, with locations in London, Leeds, Manchester and Sheffield.