(Filed Under retail Lingerie News). Victoria’s Secret has launched its first upscale line, aptly called The Victoria’s Secret Designer Collection, aiming to compete with high-end lingerie brands and attract more sophisticated shoppers.
The looks launched on the company’s website on Tuesday, Jan. 24 with the tagline, "It’s lingerie only Victoria’s Secret could create." Inaugural looks from the collection include unlined, padded and push-up style demi and balconet bras; V-strings, thongs and bikinis featuring ruffles and sheer lace; garter belts; babydolls; teddies; and corsets. Pieces retail from $38 to $298.
The Victoria’s Secret Designer Collection is currently only available online and in five select locations, including New York City flagships in Herald Square and on Lexington Avenue. The company said it will expand the collection to seven additional stores this summer.
Victoria’s Secret’s parent company Limited Brands, Inc. recently reported the chain’s 24th consecutive month of same-store sales gains, with an average comparable store gain of 15.7 percent per month in 2011.
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