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This week, Victoria’s Secret, the US company known for its lingerie, officially entered the Chinese market. Instead of its famous lingerie, the company will focus on selling beauty products in China.
According to China Daily, the first official Victoria’s Secret Beauty and Accessories stores opened Monday in Shanghai’s Raffles City, Shenzhen’s Yitian Holiday Plaza and Guangzhou’s Taikoo Hui. The company will open five additional stores in Chongqing, Guangzhou and Chengdu later this month.
As the company said, “We look forward to entering this important global market to enable consumers to buy and experience our products and services through authorized channels.”
Unlike the focus of lingerie in the US, the newly opened stores in China will focus on an iconic, fashion-forward range of beauty products and accessories designed for modern jet-setter, including fragrances like the FiFi Award-winning Victoria’s Secret Bombshell and VS Angel, and perennial favorites like the most-loved VS Fantasies, said in a statement issued by L Brands, parent company of Victoria’s Secret.
According to saleswomen at the Victoria’s Secret stores in China, the stores currently sell panties but not bras, possibly due to the training issue. However, some industrial expert considered it as an issue of “trade policies” as the Chinese government restricts the importation of apparel that is not produced in China.