Now things are getting hotter in downtown Germany: Victoria’s Secret, perhaps the most famous lingerie brand in the US, is planning a spectacular comeback – and this time it’s really big.
As BILD learned from Munich real estate agency, the label is preparing its return. First there is branch service Textile industry report the plan.
So far Victoria’s Secret In Germany it is only represented with small shops at Düsseldorf, Hamburg, Frankfurt and Munich airports. These branches are now closed. Starting next year, stores will open in downtown locations. The first locations are Munich, Hamburg, Frankfurt and Berlin.
Victoria’s Secret operates approximately 1,300 stores in more than 70 countries. Top model Candice Swanepoel has been one of the brand’s most famous faces for years
This is how Victoria’s Secret wants to come to Germany
The cult US brand made its first attempt in Germany a few years ago – but it didn’t work out. The group searched for a suitable location through various partnerships about six years ago, but in vain.
Now America dares to start again – this time through franchisees! The company Private Textiles Holding from Bischofswerda (Saxony) will take over the launch in Germany. The company already operates mono-label stores for Adidas, Tommy Hilfiger, Street One and Hugo Boss and, according to BILD information, is also in advanced discussions with Victoria’s Secret. However, questions about the new plan remain unanswered.
Analysts predict that Germany Underwearthe market will grow strongly in 2033 – from 2.9 billion euros in 2024 to around 5.6 billion euros. So Victoria’s Secret sees potential here.
Is anyone else planning a German branch?
Inditex Group (Zara, Bershka) will bring in the low-cost player in 2026 Lefties to Germany, Bath & Body Works will be launched soon, and US brands such as, Arc’teryx, Hello, Hoka, On And Cloth & Bone chase location.
The next wave comes from Asia: Pop Market already there, Miniso plans to open 20 new stores, more Chinese brands are lurking. Also Shein is planning a major German branch in Paris. Munich is probably very popular. Turkish providers like Bueno Shoes And LC Waikiki also looking at the German market.
