According to a report released on the morning of July 29th, Victoria's Secret will open a new flagship store this September in the prime commercial district of Middle Huaihai Road in Shanghai. This move represents a key strategic placement in one of China's most important commercial landmarks, strengthening the brand's physical presence in high-traffic shopping areas. It also signals a clear intention to increase investment in the Chinese market and deepen local operations.

A decade after entering the Chinese market, Victoria's Secret is accelerating its expansion strategy. Currently, the brand operates 58 physical stores across China, with plans to increase that number to over 70 by the end of this year. Its stores are located in core commercial zones of first-tier and mega-cities including Beijing, Shanghai, Guangzhou, Shenzhen, and Hangzhou. Simultaneously, the brand is rapidly moving into regional consumer hubs, having already opened its first city-specific stores in locations such as Qingdao, Hefei, Nanchang, Harbin, Lanzhou, Guiyang, and Dalian, thereby broadening its offline reach across the country.

Alongside this physical expansion, Victoria's Secret China is generating growth momentum through its online channels and product offerings. During this year's 618 shopping festival, the brand secured the top spot in the women's underwear sales category on Tmall. On the product side, following the sustained market interest in items like the Anti-Gravity Bra, Sparkle Bra, and PINK Bra, new products for the 2026 Spring/Summer season, such as the ACE Triangle Cup Bra and the Mu Si Cup Bra, are rapidly gaining traction. Furthermore, the loungewear category has shown exceptional performance, with a Tencel silk-blend pajama set selling out 120,000 units in just 4 minutes and 30 seconds on Li Jiaqi's livestream channel.

For the first quarter of fiscal 2026, Victoria's Secret reported a 15% year-over-year increase in net sales to $1.56 billion, marking four consecutive quarters of positive sales growth. Comparable store sales rose by 13%, and operating profit increased to $76 million. Following the release of these financial results, the company’s stock price surged over 47% in a single day. Victoria's Secret stated that during this critical phase of global business recovery, the Chinese market is not only a vital source of growth but also a key base for brand revitalization, product innovation, and local operations. By actively expanding its physical presence and focusing on localized innovation, Victoria's Secret China is building a more comprehensive growth system, demonstrating its long-term confidence in the Chinese market.