Victoria's Secret

The wait is over for Italian fans of American lingerie and beauty brand Victoria’s Secret, as the company revealed Thursday that it is opening its first store in Italy, in Rome, which will carry all of its collections.

Italian retail and real estate development firm Percassi, which signed a franchise deal in 2015, will serve as the Italian partner of Victoria’s Secret’s parent company L Brands for the opening of the unit.

Located in the northeastern part of Rome, at the city’s shopping destination Porta di Roma, the unit is expected to open by the end of 2018 and in time for the holiday season, although a precise date was not revealed.

The flagship store will carry the brand’s full offering including the main Victoria’s Secret line; Body by Victoria; Very Sexy; Dream Angels; Bombshell; T-shirt Bra; Victoria’s Secret Pink, and the ath-leisure line Victoria Sport, as well as fragrances, cosmetics, bath and body products, cosmetics, small leather goods and travel accessories.

Following months of speculation regarding a possible opening of a flagship in Milan — the brand was said to have taken over the recently revamped Excelsior Milano location — Victoria’s Secret confirmed the opening will follow that in Rome.

The Milan store is likely to take over the four-story building housing the luxury department store. Located a stone’s throw from the city’s central thoroughfare Corso Vittorio Emanuele II, the unit will bow in 2019.

Through the franchise deal with Percassi, the Victoria’s Secret brand already operates Beauty & Accessories doors in the country, including units in Milan’s Via Torino; Arese; Carugate, and at the Bergamo-Orio al Serio airport which sell only beauty products, leather goods and a selection of lingerie under the Pink label. Banners at Malpensa and Linate airports were opened before the agreement with Percassi.

Victoria’s Secret, which sells lingerie, swimwear, loungewear, accessories and cosmetics globally, has more than 1,600 doors, in addition to an e-commerce site.

Founded in 1976 by Antonio Percassi, Percassi is known for its beauty brands Kiko Milano, Madina, Womo and Bullfrog and for its role in bringing Inditex’s fast-fashion powerhouse Zara to the Italian market. The firm has also worked with a wide range of major brands, from Gucci and Ferrari to Swatch on local retail developments.

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