Canada is about to get a lot … hotter.
As if Canadians needed something else to celebrate, we now hear that lingerie powerhouse Victoria’s Secret is finally making its way north of the border.
VS parent company Limited Brands announced this week that it will open its first VS outlets outside of the U.S. this summer, with four Victoria’s Secret superstores in Canada and up to five Victoria’s Secret Pink stores as well.
The first Pink is expected to open in Toronto’s Yorkdale Mall in early May, while the city’s first Victoria’s Secret will open in the same mall in August.
Until now, Canada’s main specialty lingerie retailer has been the Montreal-based La Senza, which operates 300 stores in malls across the country and is also owned by Limited Brands.
Moving Victoria’s Secret and Pink into Canada gives the Ohio-based LB a strangehold on the fashion lingerie market there, as all three brands are skewed toward their own precisely targeted demographic: La Senza for teens, Pink for the college-age crowd, and VS for the upwardly mobile urban sexpots we all want to be!
The move also gives Limited Brands a chance to consolidate and synchronize operations on both sides of the border, since the company also operates La Senza stores in the U.S. and other countries from that brand’s Canadian headquarters.
But the corporate manouvering doesn’t matter much to Canadian women, who are all abuzz about the arrival of Victoria’s Secret. If you ever want to see a cluster of VS shopping bags, just check out the Customs lineup at any Canadian airport for tourists coming back from holidays in the U.S.!