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Lingerie retailer opens in Australia at Chadstone

After years of enviously eyeing off bras and knickers in overseas stores, Victoria's Secret has finally opened the doors on its first flagship location in Australia.

The US giant lingerie unveiled its store at Chadstone Shopping Center, featuring all the hallmarks of VS – sexy lingerie, pink and black tones, baby pink and blush striped bags, wardrobe-style displays, and footage of Victoria's Secret Angels walking the runway playing on big screens

The huge space at Chadstone is similar in design and layout to the retailer's iconic location on New York's 5th Ave, with one in-store display said to hold 12,000 pairs of lace and cotton knickers.

About 1000 customers lined up ahead of the store's opening at Chadstone today.

The prime retail space features VS's key product lines including the top-selling Bombshell bra range, Body by Victoria, Very Sexy, Dream Angels and Victoria's Secret Pink – the younger-skewed activewear brand.

Prices are comparable to US (taking into account currency conversion and taxes), with the top-selling Bombshell Bra, which famously adds a full size cup to the wearer's bust, selling for $ A105.

Other offers include three sets of lace knickers for $ 55, and free tote with purchases over $ 100 purchase (limited time and stocks apply) and 20 percent off sleepwear.

Up until now, Victoria's Secret has only operated "mini" boutiques in Australia, which stock briefs, accessories and fragrances but none of the brand's signature bras.

Victoria's Secret has more than 1600 lingerie and beauty stores globally.

The Australian opening came about three weeks after the giant lingerie staged its annual runway show in New York, featuring supermodels Kendall Jenner, Bella Hadid and Adriana Lima.

Lima announced its retirement from the VS runway after 18 years with the brand.

Victoria's Secret "Angels" Behati Prinsloo, Stella Maxwell, Taylor Hill, Lais Ribeiro, Candice Swanepoel, Jasmine Tookes, Sara Sampaio and Elsa Hosk, who wore the $ 1000 million Fantasy-Bra-inspired diamond-embedded US-inspired 1990s.

For the world's top-paid supermodel, Jenner, of the famous Kardashian empire, Victoria's Secret was her greatest modeling dream.

"I do one thing so much, which is the high-fashion stuff, and doing Victoria's Secret shows a different side of you that you do not get to show much in other shows," Jenner, 23, who has also modeled for Chanel told News Corp. Australia backstage at the Victoria's Secret show in New York.


Victoria's Secret announced this week that she had appointed fashion executive John Mehas as its new lingerie chief executive, hoping to boost his ailing fortunes.

Mehas will take over in January, replacing Jan Singer, who resigned with the brand under fire for slumping sales, idealized glamazonian femininity and reluctance to put larger and transgender models on the catwalk.

His appointment was announced as Victoria's Secret parent company L Brands reported third-quarter results with a net loss of $ 42.8 million compared to net income of $ 86 million last year.

"Our number one priority is improving performance," L Brands chairman and chief executive officer Leslie Wexner said.

"Our new leaders are coming in with a new perspective and looking at everything … our marketing, brand positioning, internal talent, real estate portfolio and cost structure," he added.

"I am confident that, under John's leadership, Victoria's Secret Lingerie … will continue to be a powerhouse and deliver products and experiences that resonate with women around the globe."

Mehas comes to Victoria's Secret, the lingerie market leader in the United States, from Tory Burch, where he is currently president.

Earlier this month, Victoria's Secret marketing director Ed Razek provoked uproar on social media for telling Vogue that there was no need for transgender or plus-size models in this year's fashion show.

"No, I do not think we should. Well, why not? Because the show is a fantasy. It's a 42-minute entertainment special, "he said.

Razek subsequently issued a public apology.

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