Victoria's Secret Expands in Israel with Ninth Store Opening
Translated & summarized from Ice by baba
Victoria's Secret has opened its ninth store in Israel at the Golden Mall in Rishon LeZion, featuring its regular collections and the runway-inspired BACKSTAGE line. The expansion aligns with the brand's revival of its fashion show and its ongoing rebranding efforts. The new store is part of a larger commercial development at the mall, which recently added a new level with numerous retail outlets.
The story in 6 lines · by baba
- Victoria's Secret opened its ninth store in Israel at the Golden Mall in Rishon LeZion.
- The new store offers the brand's regular collections alongside the exclusive BACKSTAGE runway-inspired line.
- The opening was attended by singer Liraz Charhi and brand ambassador Taylor Malkov.
- Victoria's Secret's operations in Israel are managed by Delta Israel Brands.
- The new store is part of a major expansion at the Golden Mall, which added a new retail level.
- The brand's famous fashion show was revived in 2024 after a hiatus since 2019.
Victoria's Secret, the international lingerie giant, has opened its ninth store in Israel, located in the Platinum level of the Golden Mall in Rishon LeZion. The new store coincides with the brand's annual fashion show in Los Angeles and offers both its regular collections and the exclusive BACKSTAGE collection, inspired by the runway.
The opening was attended by singer and actress Liraz Charhi and brand ambassador Taylor Malkov. Charhi commented on relationships, stating, "The most important thing is to know who to marry and no less important to know who to divorce." Malkov expressed interest in the runway collection, now available to Israeli consumers.
The BACKSTAGE collection features iconic designs, limited editions, and items adorned with wings, a prominent symbol of Victoria's Secret. The new store, spanning approximately 320 square meters, is designed according to the brand's latest concept, emphasizing an open layout for easy browsing. A complimentary, walk-in personal bra fitting service with brand experts is also available.
This expansion follows a period of rebranding for Victoria's Secret, which saw its famous fashion show discontinued in 2019 due to declining ratings and criticism, only to be revived in 2024. The brand's operations in Israel are managed by Delta Israel Brands, which holds the local franchise.
The new store is part of a broader commercial expansion at the Golden Mall, which recently unveiled its new 12,000 square meter Platinum level in late September, featuring around 30 new stores and representing an investment of approximately 100 million shekels.
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