Victoria's Secret to open first German flagship store in Hamburg

Victoria's Secret is set to open its first regular flagship store in Germany on September 9 in downtown Hamburg. The 800-square-meter location, situated at the corner of Mönckebergstraße and Spitalerstraße in a former Görtz branch, will host a VIP opening at 6:00 PM featuring celebrities and influencers, followed by a public opening on September 10.

The store will offer the brand's full range, including lingerie, sleepwear, swimwear, activewear, perfumes, and personal care products. Managed by franchise partner PTH Group, this expansion represents a new attempt by the US-based brand to establish a significant presence in the German market after previous retail plans failed. While the brand previously operated small shops in airports, this flagship serves as a foundation for planned future locations in Berlin, Frankfurt, and Munich.