A landing in shopping between hundreds of fans and accompanied by new openings

Victoria’s Secret arrived in Argentina and prepares to put more stores After the boom that generated the inauguration of the first on Friday in Unicenter, with an improvised row that armed fans who found out when walking through the shopping. In May, the second place will open in Pacific galleries and Before the end of the year it will add a third party similar to those of other countries.

“The first two branches, of 100 square meters each, will offer beauty products, such as fragrances and lotions, along with accessories, such as wallets and lenses. The concept is similar to that of Duty Free Shop from Ezeiza. The third, 400 meters, will have The full assortment, con Lingerie and clothing”, He advanced to Clarion Gerardo MarcanoVice President of Operations of David Groupwhile anticipating that this will be The brand’s flagship store in the country and that negotiation is almost closed for its location in a shopping center in Buenos Aires.

David Group is Panamanian and has Victoria’s Secret’s exclusive license for South Americawith the exception of Chile and Mexico, which are managed by another trade partner of the brand; and Brazil, where there is no direct presence, but importers.

Argentina was The last country in the region where he was missing with Victoria’s Secret To this company, which operates in 14 countries the license of 23 brands and with this opening will administer 300 points of sale. By Victoria’s Secret, has 17 full model stores y 50 of the smallest In countries such as Panama, Venezuela, Guatemala, Costa Rica, Colombia and Peru.

“On the road map, the expansion plan contemplated first to Argentina, then to Uruguay and finally to Paraguay. The opposite happened: first we arrived in Paraguay, then to Uruguay and For the end, Argentina was, He was the most locked”Marcano acknowledged in relation to the attempt to land since 2019, which was frustrated by pandemic and stocks.

Meanwhile, He managed to enter with Bath & Body Workswhich opened its first place in early 2024 in Unicenter and in December it added two in Pacific galleries and Alto Palermo.

“It was difficult with hard requirements, being marks with 100% of its imported products. In 2021, we launched the e-commerce of Victoria’s Secret, but the inventory was limited. Many articles did not arrive”Marcano recalled.

“We work for when it was the ideal moment. We squeeze the accelerator with Commercial openness and clearer rules that brought the change of government, ”he said, added:”We see a country of great opportunities”.

“In the first year of Bath & Body Works, We sold 200% more than we thought. Although there are other similar ones, both brands are leaders in their segments. The public consumes its name. We see no direct competition with a diversified offer of personal and home care, as in Bath & Body Works, leader for sale of aromatic candles; and Victoria’s Secret, with perfumes and underwear, ”said the executive.

And assured that Friday’s opening was the most ‘Successful‘Of all David Group stores of the beauty and accessories format of Victoria’s Secret, with 1,500 pieces sold in the first four hours.

Therefore, Victoria’s Secret’s third will offer more than 3,000 itemswhat will put Argentina in equal conditions that other countries and the United States. “The offer would quantible Regarding the one in the first two stores, ”Marcano said.

But The plan is more ambitious. “Es Make Argentina in three years the most important market in the region outside the United States. We believe that within five years maximum, we can have Five large stores of Victoria’s Secret, 10 small y 15 de Bath & Body Works”, He estimated.

On prices, Marcano said that the nets are equal to those of the United States, but that the ends 50% are increasing on averageby a 30% taxes and a 21% VAT. Thus, the shopping shops must compete against the Argentines who buy abroad and in the Free Shop, in this case to the official dollar.

“We hope that Argentina between the United States Trade Agreement and that in that way the prices fall significantly, ”said the executive, and stressed that There will be offers.

“The brand is promotional in itself, with permanent discounts as 2×1, 3×4 and 5×6. It is part of the business. As the dynamic flows, we also hope to participate in financing programs. Have 68% of consumer repetition so we must guarantee variety and renewal, ”he closed.