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The Secret’s Out

As the famed lingerie label gets set to open on Grafton Street, Rebecca Leeson evaluates the success and appeal of Victoria’s Secret.

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Dublin is getting a taste of American-style fashion from Autumn 2017. That’s right ladies, Victoria’s Secret is hitting the high street, Grafton Street, that is.

The doors first opened for this illustrious women’s beauty brand in June 1977 after it was founded by Roy Raymond in Stanford Shopping Centre, California. After 40 years Victoria’s Secret is finally making its grand debut onto the streets of Dublin. It is one of the most well-known and exclusive women’s fashion brand in the United States, if not the world.

The shop offers a wide range of products, from the well-established lingerie collection featuring items from Pink, Victoria Sport as well as a wide range of popular beauty products.

The expansion of this worldwide brand is good news for Dublin, and for Ireland as a whole. With the closing of BT2, Victoria’s Secret has recognised that Grafton Street, with its already celebrated brands and reputation for both excellence and exclusivity, is the best opportunity with the most potential to sell their acclaimed label for the lovers of luxurious lingerie.

Victoria’s Secret has built an extensive reputation over the years since its early days for the advertising, marketing, and manufacturing of high-quality apparel that consumers fall in love with again and again. We all know of the annual fashion show with the bright lights and cameras all focused on the Victoria’s Secret angels that grace the runway year after year showcasing the latest standout line of lingerie products. Dublin women will now get the chance to feel their own wings unfurl with the anticipated launch of the branch in the city centre.

It will bring a new meaning to women’s wear, giving Irish women the chance and opportunity to experience a different style of lingerie and products, while also creating new employment opportunities.

The store is simply put, as one of the most exclusive in the world, with a style completely of its own and marketing that attracts a wide range of consumers. This fashion icon house is exactly what Grafton Street needs and the opening couldn’t come sooner, with the store revealing the best kept of Victoria’s Secrets.