Victoria’s Secret Joins the Argentina Craze with First Flagship Store

More international fashion in Argentina. In the midst of a wave of foreign brands betting on the country, Victoria’s Secret is preparing to deploy all its artillery in the Argentine market. At the end of November, the U.S. company will open its first full assortment store.

The store will be located in the Alto Palermo shopping center in Buenos Aires. The flagship store will have more than 4,000 square feet of floor space, will be located on the second floor of the mall and will open its doors on November 19th.

Victoria’s Secret operates in Argentina through Grupo David, a partner of the intimate fashion brand in other Latin American countries such as Panama, Colombia, Venezuela, Peru and Paraguay. The brand landed in Buenos Aires in 2024, but until now it only operated with smaller stores and a more limited commercial offer.

The next Victoria’s Secret flagship store in Buenos Aires will carry all products, including lingerie, pajamas, cosmetics and accessories. In Alto Palermo, the U.S. company will share space with other fashion giants such as Zara, Levi’s or Lacoste.

Victoria’s Secret will open another store in Buenos Aires before the end of the year, but in accessories and cosmetics format.

Victoria’s Secret currently has two stores in Argentina, in addition to its online store. The U.S. group is also present in the country with its Bath&Body Works chain, operating three stores, one of them also located in Alto Palermo Shopping.

Before the end of the year, Grupo David will open one more Victoria’s Secret store in Argentina, but in beauty and accessories format. The new store will also be located in Buenos Aires, in the Abasto shopping center, and with it, the U.S. company will have a total of four stores in Argentina.

Victoria’s Secret is in the midst of a business transformation. Under the direction of Hillary Super for the last year, the American company expects a better year-end than expected some time ago.

Grupo David manages Victoria’s Secret and Bath&Body Works stores in Argentina, with a total of five stores

The intimate fashion firm forecasts an impact of around one hundred million dollars on its 2025 results, which is double the previous forecast of fifty million dollars.

In the second quarter of the year, Victoria’s Secret recorded a growth of 2.96% to $1.45 billion. In the year-to-date, Victoria’s Secret’s sales were $2.81 billion, up 1.29%.

The company operates in Latin America through local partners such as Grupo David and Grupo Axo, which controls the Victoria’s Secret and Bath&Body Works operations in Mexico and Chile.