Victoria’s Secret opens flagship store at Derbion Shopping Centre

Victoria’s Secret has opened a 5,712 sq ft store at Derbion Shopping Centre in the East Midlands, after signing a 10-year lease.

The new store features the brand’s full product line across lingerie, sleepwear, swimwear and its fragrance collection. Customers can also shop Victoria’s Secret’s popular sister line, PINK, and benefit from complimentary fittings with expert in-store bra fit specialists.

Nicola Reeve, Head of Retail at Victoria’s Secret, said: "We are pleased to be expanding our presence in Derby with the opening of this new permanent location at Derbion.

"Over the past few years, we have continued to expand our presence across the UK opening new locations in thriving retail destinations. This new space at Derbion will allow us to serve more of our customers from across the East Midlands as well as draw in new visitors."

Beth McDonald, Managing Director at Derbion, added: "We’re absolutely thrilled to officially welcome Victoria’s Secret to Derbion. The arrival of Victoria’s Secret is testament to our progressive leasing strategy which continues to attract iconic brands that so many of our visitors know and love.

"We’re positive that Victoria’s Secret's new store will be an extremely popular destination for shoppers across the whole region, helping to cement our place as the home of big-name brands in the East Midlands."

Victoria’s Secret joins White Stuff and Castore at Derbion, both of which have opened stores at the centre in the last 12 months, as well as the likes of NEXT, ZARA, Mango, H&M, Hobbs, Hugo Boss, JD, and the 127,000 sq ft combined Frasers and Sports Direct department store – also housing USC and GAME.

In April, amid its rebrand, Victoria’s Secret named Adam Selman as its new Senior Vice President and Executive Creative Director, described as "a significant move in the lingerie brand’s ongoing transformation" as it looks to reconnect with a more diverse audience.

Selman was previously the Chief Design Officer at Rihanna's lingerie brand, Savage X Fenty, and is the first designer to take on the role of Executive Creative Director at Victoria’s Secret.

The designer has a longstanding connection to Victoria’s Secret as he began his career working under Zaldy Goco, the designer responsible for creating Victoria’s Secret’s iconic angel wings.