Victoria's Secret closes its Shanghai flagship store and opens a new flagship store on Huaihai Middle Road, Q4 performance exceeds expectations

Rui Finance Wang Min On March 12, Victoria’s Secret, which has been open for nearly ten years at Shanghai Lippo Plaza, officially closed. This store was once the brand’s first full-category directly operated store in mainland China.

It is reported that this closure is not a retreat but a relocation. Victoria’s Secret plans to open a larger new flagship store on Huaihai Road in Shanghai this September to upgrade its presence in top-tier cities.

Previously, Victoria’s Secret focused on expanding “light” stores in second- and third-tier cities and airport channels.

This move to secure a large store in a core commercial area against the trend demonstrates the brand’s determination to advance localization and deepen cooperation with Virginie, aiming to reshape the market rhythm in China through optimized store experiences.

Currently, Victoria’s Secret still maintains several stores in Shanghai, and in the future, it will form a new network of “multiple points + landmarks.”

Earlier, Victoria’s Secret announced its fiscal year 2025 fourth-quarter results, exceeding Wall Street expectations in both revenue and profit. During this period, Victoria’s Secret achieved sales of $2.27 billion, an 8% increase year-over-year, surpassing analysts’ forecast of $2.23 billion; adjusted earnings per share were $2.77, also higher than the market expectation of $2.52.