L Brands to open full assortment Victoria’s Secret store in Mexico

By

Francelia Rodriguez Ceballos

Published
Nov 10, 2015

The brand will open its first full assortment store in Mexico in 2016 at the Atrium shopping center in Mexico City. The Victoria’s Secret store will carry the label’s complete product offering, including its Pink line as well as its lingerie, swimwear, personal care and beauty products.

Until now, the brand was present in the Mexican market only with beauty and accessories stores.
 
The announcement was made by Martin Waters, head of L Brands International, at the annual investor meeting held in Columbus, Ohio on November 3rd.

Waters said he had been looking to roll out operations in Mexico for a long time, and that a milestone was achieved this year with the launch of Bath & Body Works.

With the right partner, the company is now ready to expand its Victoria’s Secret business in Mexico with the opening of 25 new stores, he commented.

According to Waters, L Brands representatives in Mexico said they can open between 70 and 100 new Bath & Body Works stores.

L Brands expects to reach more than 50 Victoria’s Secret full assortment stores outside of the US by the end of 2016.