Indicating a strategic move towards international expansion and providing an upgraded physical retail experience, Victoria’s secret opened its newest store in Pavilion KL, Kuala Lumpur

The opening of the new Victoria’s Secret (VS) store in Pavilion KL, Kuala Lumpur is the latest sign of VS&Co’s strategic move towards international expansion and an upgraded, physical retail experience, especially in fast-growing markets like Southeast Asia.

Boasting a high-concept façade with two entrances and luxurious details like a two-tier chandelier, the 2,500 sq ft store highlights the brand’s shift from its historically provocative image to one focused on accessible luxury and sophisticated inclusivity.

This investment by VS & Co in brick-and-mortar stores is a critical part of the company's ‘Path to Potential’ strategy, designed to strengthen the core, ignite growth. While the brand reported a 1 per cent increase in full-year net sales during fiscal 2024 to $6.230 billion, with international sales growing by 11 per cent, physical retail remains central to its operation. The design of the Pavilion KL demonstrates the brand’s commitment to operational excellence and provides a modern shopping experience

The brand’s renewed focus on a more welcoming store design directly addresses past brand issues. VS is actively refreshing its identity by promoting diversity and broadening its product categories, including more athleisure and size-inclusive options, to connect with Gen Z consumers who value authenticity. This is supported by digital efforts, such as its strategic collaboration with Google Cloud for an AI-powered conversational assistant to improve the online customer experience.

However, the real challenge for this global growth plan - which projects FY 2025 net sales between $6.2 billion and $6.3 billion - will be the brand’s ability to turn a beautiful store aesthetic into sustained cultural relevance and market share gains against direct-to-consumer competitors that champion body positivity.