The Victoria's Secret store in Dublin will look very different to the VS you know now
Victoria's Secret is getting a makeunder.
As Victoria's Secret is set to opens its largest Irish store in January 2017 (at BT2's current home on Grafton Street), major changes are afoot for the brand.
The lingerie giant is going back to basics and pulling all swimwear, clothing, shoes and accessories from its stores and online. They will instead be focusing on lingerie, beauty and their popular PINK range.
The news comes after VS introduced a much-hyped Swim Special on CBS, the same network that airs their annual fashion show, in 2015 in a bid to boost sales.
It will also being ceasing publication of its famous catalogue in the US. The company cut the catalogue in tester cities and noted no impact on sales as consumers focus more on online consumption.
A spokesperson for the store at T2 in Dublin Airport said Irish consumers will likely not be affected by the change in strategy as the store didn't stock swimwear.
"Their in-store range includes panties, accessories such as bags, wallets, iphone covers, luggage, scarves and then perfumes and cosmetics – fragrances, body creams, mists and lip glosses," they said.