Friday 30 September 2016

The Victoria's Secret store in Dublin will look very different to the VS you know now

Published 23/05/2016 | 15:21

Candice Swanepoel for Victoria's Secret swimwear
Candice Swanepoel for Victoria's Secret swimwear
Model Behati Prinsloo attends the Victoria's Secret Swim Launch at SLS Hotel on March 8, 2016 in Beverly Hills, California. (Photo by Jason Kempin/Getty Images)
Models Alessandra Ambrosio (L) and Behati Prinsloo pose during Victoria's Secret 2014 Swim Collection Press Day with Alessandra Ambrosio and Behati Prinsloo at The London West Hollywood on March 11, 2014 in West Hollywood, California. (Photo by Frederick M. Brown/Getty Images)
Victoria's Secret PINK Brings Back the 70's by Doing the Hustle with Rachel Hilbert in the Wear Everywhere T-Back Bra at Canoe Studios on March 24, 2016 in New York City. (Photo by Mike Coppola/Getty Images for PINK)
Victoria's Secret Angels Candice Swanepoel, Karlie Kloss and Alessandra Ambrosio pose during at the Victoria's Secret Celebrates the 2013 Swim Collection & Angels and Artists Swim Video Series on March 12, 2013 in Los Angeles, California. (Photo by Valerie Macon/Getty Images)

Victoria's Secret is getting a makeunder.

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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.

Victoria's Secret Angels Candice Swanepoel, Karlie Kloss and Alessandra Ambrosio pose during at the Victoria's Secret Celebrates the 2013 Swim Collection & Angels and Artists Swim Video Series on March 12, 2013 in Los Angeles, California. (Photo by Valerie Macon/Getty Images)
Victoria's Secret Angels Candice Swanepoel, Karlie Kloss and Alessandra Ambrosio pose during at the Victoria's Secret Celebrates the 2013 Swim Collection & Angels and Artists Swim Video Series on March 12, 2013 in Los Angeles, California. (Photo by Valerie Macon/Getty Images)

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.

Victoria's Secret PINK Brings Back the 70's by Doing the Hustle with Rachel Hilbert in the Wear Everywhere T-Back Bra at Canoe Studios on March 24, 2016 in New York City. (Photo by Mike Coppola/Getty Images for PINK)
Victoria's Secret PINK Brings Back the 70's by Doing the Hustle with Rachel Hilbert in the Wear Everywhere T-Back Bra at Canoe Studios on March 24, 2016 in New York City. (Photo by Mike Coppola/Getty Images for PINK)

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