"Victoria's Secret" plans stores in Germany

The US lingerie label "Victoria's Secret" wants to expand in Germany this year. The first regular store is set to open in Hamburg's Mönckebergstraße in the summer. The fashion group and franchise partner PTH Group made the announcement in a joint press release.

Two additional locations are planned by the end of 2026, with more to be added in the following years. It has not yet been announced where these will be located.

In Germany, the brand currently only has smaller stores in the security areas of Düsseldorf and Hamburg airports. Orders can also be placed via the online store.

Expert: "Storytelling no longer up to date"

"Victoria's Secret" was founded in 1977 in the US state of Ohio and sells underwear, nightwear, swimwear, sportswear, fragrances and body care products. The label is also famous for its major fashion shows.

""Victoria's Secret" is an iconic underwear brand that became a pop culture phenomenon in the 2000s thanks to supermodels," says Audrey Mehn. The fashion professor is President of the International School of Management in Dortmund. With luxurious lingerie, the company has "shaped a standardized ideal of beauty".

According to Mehn, however, there is a lack of clear positioning on the topic of body positivity, i.e. the acceptance of different body shapes. "In my opinion, storytelling is no longer in keeping with the times, as much more attention is paid to diversity these days."

Late launch in Germany

The company says it has around 1,380 stores in almost 70 countries worldwide. Victoria's Secret has been active in some European countries such as the UK, France and Italy for some time.

In Germany, on the other hand, the company is only now really getting started. The brand has been preoccupied with internal crises, management changes and strategic realignment in recent years, says expert Mehn. The German market is considered difficult and highly competitive in industry circles.

There are already several chain stores operating in the underwear sector in Germany. The largest include Hunkemöller, Calzedonia, Intimissimi and Herzog & Bräuer. The PTH Group, based in Bischofswerda, Saxony, operates almost 60 stores in Germany as a franchise partner for well-known brands such as Adidas, Boss, Hugo, Tommy Hilfiger and G-Star.