Victoria's Secret arrives in Argentina: his projects

Victoria's Secret arrives in Argentina.

Finally, the American fashion giant, owned by L Brands, will arrive in the country.

It will not be the only landing in South America.

Soon, it will also open its first stores in Paraguay and Uruguay.

In all three countries, she will work with Grupo David, a member of the US group in other Latin American markets.

The first outlets of the intimate fashion company will match its concept of beauty and accessories, although Grupo David does not rule out a short-term opening of the complete concept store in any of the three countries.

According to Gerardo Marcano, commercial director of Grupo David, of Modaes, the company is looking for space in the main shopping centers of Paraguay, Argentina and Uruguay. The group's projects also include Bath & Body Works in these countries.

The beachhead will be composed of medium sized premises (between 80 and 200 square meters), in which will be sold beauty products, perfumes and underwear limited varieties.

As explained the company, a second step would be the opening of department stores in which the entire portfolio of brand products will be offered.

With the entry into new markets, Victoria Secet will overcome the barrier of ten Latin American markets, since the company is present in Colombia, Costa Rica, El Salvador, Panama, Peru, the Dominican Republic, Venezuela and in Chile, where she is present. from the hand of Grupo Axo.

The expansion of the intimate fashion company will also expand to Central America. He will open his first establishment in Guatemala this year.

In parallel, Grupo David completes new openings for the American brand in Panama and Peru.

On the global scale

Victoria's Secret is in the process of reorganizing itself after losing last November against Jan Singer, his CEO, replaced by John Mehas. However, the company achieved a turnover of $ 4,843 million between February and November, representing an increase of 2.6%.

However, Bath & Body Works is the most successful channel in recent years, with double-digit growth. L Brands has reduced its portfolio this year with the sale of La Senza to Regent LP.

As part of its renovation, Victoria's Secret has regained its line of swimsuits, with which it will now only work on the online channel.. In addition, the brand has partnered with French Livy to address a higher-end segment.

The David group, meanwhile, is expanding in Latin America. The Victoria & # 39; s Secret landing in Argentina, Paraguay and Uruguay will also mark the beginning of the activities of the Panamanian distributor in these three markets.

The company expects a growth of 11% for 2019, driven by new openings, particularly those of Victoria's Secret. Grupo David is also trying to start operating online soon.

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