Victoria’s Secret opens first German flagship store in Hamburg

Victoria’s Secret is entering the German market with its own retail operation. The American lingerie brand’s first flagship store is set to open in Hamburg on September 10. 

It is very much a case of ‘going all out’: the brand’s first physical location in Germany spans a substantial 800 square metres of retail space and, at Mönckeberg-/Spitalstraße 11, occupies a prime site in the Hanseatic city. To date, the brand’s presence in Germany has been limited to smaller shops at Düsseldorf and Hamburg airports, as well as online.

The range includes the classic VS collections (Dream, Very Sexy, Body by Victoria and VS Signature) alongside a wide selection of beauty products, including fragrances and body care. The partner for the brand’s retail launch in Germany is PTH Group, headquartered in Bischofswerda, Saxony. The group is regarded as a specialist in the DACH market and once managed a large network of Esprit stores. 

Today, PTH Group operates 52 mono- and multi-brand stores in Germany and Austria for brands such as Adidas, G-Star, Hugo Boss, Tommy Hilfiger, and Calvin Klein. With more than 400 employees and a turnover of €60 million, the company focuses on delivering an optimal customer experience and uncompromising retail excellence across all touchpoints.

By adding Victoria’s Secret to its portfolio, PTH Group is expanding its lingerie and premium offering and establishing a new market segment within its business. PTH serves as the exclusive licensing partner for the DACH region, taking responsibility for the entire brand rollout and the development of the physical store network.

The company’s strategy prioritises prime locations and a strong brand presence as it builds the Victoria’s Secret business in Germany, Austria and Switzerland. “Our mission is to think globally whilst acting locally, creating compelling customer experiences wherever consumers interact with our brands,” explains CEO Heiko Ronge.

A key feature of the new Hamburg store will be Victoria’s Secret’s renowned bra-fitting service. Bra-fit experts will be on hand to provide customers with free, personalised one-to-one consultations, helping them determine their exact size and preferred styles.

In the run-up to the opening, Victoria’s Secret is hosting an immersive pop-up at Levantehaus in Hamburg until September 8. The pop-up will showcase the brand’s beauty and fragrance products.

“Germany is an important market for Victoria’s Secret within our global footprint- and Hamburg is the logical choice for our first flagship store in the country. This opening reflects our commitment to key markets and brings customers in one of Germany’s leading retail destinations closer to the Victoria’s
Secret brand experience,” says Arun Bhardwaj, international president, Victoria’s Secret & Co., summarising the brand’s launch in the German market.

Operationally, performance is also trending upwards: on Thursday, the US lingerie group reported a 10% increase in revenue to $1.611 billion for the second quarter. For the full year, Victoria’s Secret raised its revenue forecast to between $7.1 billion and $7.18 billion.