Victoria’s Secret opens new stores in Saudi, Bahrain

  • Share via facebook
  • Tweet this
  • Bookmark and Share
Lingerie is considered a growing retail market in the Middle East, bringing in $171m in 2010

Lingerie is considered a growing retail market in the Middle East, bringing in $171m in 2010

US lingerie brand Victoria’s Secret will open two new stores in the Gulf by August as it looks to capitalise on the region’s growing retail market, the firm’s franchise partner said.

The glamorous line will launch a new outlet in the Kingdom Centre in Saudi Arabia’s capital Riyadh this weekend, followed by a store in Bahrain City Centre in August.

Victoria’s Secret, part of US fashion chain Limitedbrands, has seven stores in retail hubs across the Gulf already, including three in Dubai, two in Kuwait and one in Qatar.

The Doha store was unveiled this week as the first Victoria’s Secret outlet in the state.

A spokesperson from franchise partner Kuwait-based Alshaya, which operates more than 55 international retail concepts and 750 stores in the region, said the firm had further openings in the pipeline, but declined to specify the locations.

The company is the third American lingerie brand to announce its debut or expansion in the Middle East this year. Mid-range brand Baci last week said it planned to open 10 stores in the UAE alone by 2016 and may expand across the Gulf, under its partnership with Al Aini’s United Fashion House (UFH).

In March, Frederick's of Hollywood Group also announced a multi-year licensing agreement with Abu Dhabi-based Emirates Associated Business Group to operate 10 stores in six countries.

In an interview with Arabian Business, Manda van Niekerk, general manager for UFH, said the Middle East’s lingerie market was proving increasingly lucrative for retailers.

“Lingerie is really a good bet in the Middle East, it’s something that works,” she said.

Statistics from research consultancy Euromonitor valued the regional market in $171m in 2010.

Related:
Join the Discussion

Disclaimer:The view expressed here by our readers are not necessarily shared by Arabian Business, its employees, sponsors or its advertisers.

Please post responsibly. Commenter Rules

Posted by: RB

I am not sure where all three of Victoria's Secrets are in Dubai but I have seen the one in MCC and it is more of a kiosk than a "stand-alone" outlet. If anyone compares it to a Victoria's Secret outlet in the US, it would look like a knock off from China.

Enter the words above: Enter the numbers you hear:

All comments are subject to approval before appearing

Further reading

Features & Analysis
Mall talk

Mall talk

Plans for Dubai’s Mall of the World have made headlines all over...

1
Dubai's nightlife bubble: When is it going to burst?

Dubai's nightlife bubble: When is it going to burst?

A new breed of clubs and bars is sprouting in the city, but which...

12
Chocolate: worth its weight in gold?

Chocolate: worth its weight in gold?

Middle Eastern consumers with a sweet tooth are buying up ever...

Most Discussed