Victoria's Secret opens new flagship store on Huaihai Road in Shanghai

According to 36Kr, Victoria's Secret opened a new flagship store on September 25 in Shanghai's Huaihai Road area, marking ten years of operations in China and a refreshed offline retail strategy. The store on Huaihai Middle Road at the Longfeng PRSCO building first floor expands beyond lingerie to include homewear, sportswear, perfumes, and body care, with fragrance and makeup zones and professional sizing services, while the design integrates pink visuals, a glass facade, LED screens, and Shanghai city elements. This fits a broader global shift away from a lingerie-centric image, with China stores increasingly expanding product categories and consumer experiences; Victoria's Secret has recently increased its offline footprint in major Chinese cities such as Beijing, Shanghai, Guangzhou, Shenzhen, and Hangzhou.