Victoria’s Secret opens flagship store on Bond Street

After all the anticipation, Victoria Secret’s London flagship store finally opened this week. Following the recent opening of the smaller Westfield Stratford store, the long-awaited Mayfair launch of the American lingerie giant opened its doors on 29^th August. The launch was first announced over a year ago and was originally set to open in time for the Olympics alongside the Westfield store, but was postponed until now.

The newly-arrived brand are already to face competition in London as ex-Angel Rosie Huntingdon-Whiteley launched her “Rosie for Autograph” range for M&S just a day after the US retailers opened on Bond Street. In addition, another sexy lingerie brand, Agent Provocateur, has also announced the opening of a flagship just off Bond Street to launch in time for Christmas.

The 40,386ft² boutique on Bond Street boasts a glossy pink interior, offering three floors of sexy and affordable lingerie. Although there are plenty of signature pink stripes, the décor has a distinctly British twist – carved wooden fixtures, large paintings and giant glass chandeliers. Black and white signed photographs of the famed Victoria’s Secret Angels adorn the walls. The shop floor features plenty of the typically feathered and winged costumes from the 2011 Victoria’s Secret Fashion Show, the much-hyped annual televised catwalk show.

On the fourth floor, an invite-only VIP suite offers high-profile shoppers the luxury of a makeshift library, where they can be presented with the brand’s latest collections.

Despite the huge hype surrounding the launch, no Angels were present at the opening of the store – sorry boys!

Khaleda Rahman