Victoria’s Secret boosts India store count with new outlet in Pune

Victoria’s Secret has marked a significant advancement in its domestic growth trajectory with the inauguration of a premium flagship store at Phoenix Marketcity in Pune. This expansion into Viman Nagar follows a broader strategic initiative by the Apparel Group to localize the brand's footprint within high-traffic urban clusters. By selecting Pune - a city characterized by a burgeoning aspirational consumer base - the brand is effectively scaling its presence beyond traditional metropolitan centers like Mumbai and Delhi. The new outlet serves as a high-touch experiential hub, housing comprehensive lingerie, loungewear, and beauty portfolios, including high-demand ranges like Dream Angels and Very Sexy, alongside recent innovations such as the Cool Air collection designed for the Indian climate.

Synchronizing celebrity influence with market penetration

Punctuated by an appearance from Indian brand ambassador Triptii Dimri, the launch highlights  a deliberate shift toward cultural resonance. This localized engagement strategy aims to transition the brand from a global luxury aspiration to a more accessible daily lifestyle choice for urban Indian women. Abhishek Bajpai, CEO, Apparel Group India, notes, the company identifies Victoria’s Secret as a high-priority growth engine, projecting sustained double-digit expansion over the next three to five years. By integrating physical retail flagships with robust e-commerce capabilities via Myntra and the brand’s dedicated digital storefront, the conglomerate is creating a seamless omnichannel environment that addresses the diverse shopping preferences of the modern Indian consumer.

A global leader in intimate apparel and beauty products

Victoria’s Secret is a global leader in intimate apparel and beauty production. In India, the brand operates under a master franchise partnership with the Dubai-based Apparel Group. The brand focuses on premium lingerie, sleepwear, and fragrances, with a growth strategy centered on rapid physical store expansion and localized digital-first engagement.