Victoria's Secret opens first Southeast Asia flagship store in Singapore
A customer passes by an L Brands Inc., Victoria's Secret retail store in Manhattan, New York, Reuters

American lingerie brand Victoria's Secret opened its first Southeast Asia flagship store at Mandarin Gallery, Singapore, on Friday.

The Singapore flagship sells the full assortment similar to the stores in the United States, including the Victoria Sport and Victoria's Secret Pink range. Victoria's Secret has more than 1,600 stores across the globe.

Starting from fragrances, accessories and women's inner wear, almost everything will be offered at the seven stores of the brand in Singapore, including outlets at 313@Somerset and Wisma Atria. New designs will be available every two to six weeks.

The products range from $19 for a lip gloss to about $800 for a silk robe for the brand's Designer collection.

Twelve specialists will be there at the flagship to help and advise the customers on the product lines and styles.

Ema Negara, assistant vice-president of Victoria's Secret store operations in Singapore, said that it is very important to have specialists who can empathise with customers. She added that about 90 percent of women take wrong inner wear sizes to the fitting room and walk out disappointed.

"Our motto is to make women feel sexy, sophisticated and forever young," Negara told The Straits Times.

The store, which is located at #01-01 Mandarin Gallery, 333A Orchard Road, has 24 luxurious fitting rooms. Each room has a call button for the shoppers, who will need help from a specialist. The 12,000 sq ft duplex store in Orchard Road opens daily from 10 am to 10 pm for its customers.

"Victoria's Secret is differentiated from other lingerie brands such as La Senza and Triumph. For consumers, it is a good move because, now, they can shop from the brand's full range. The store also adds excitement to the retail scene," Sarah Lim, Singapore Polytechnic senior retail lecturer said.

Victoria's Secret was founded by the late Roy Raymond in 1977. But it was acquired by American fashion retailer L Brands in 1982.