AUSTRALIA. Victoria’s Secret, in partnership with Heinemann Oceania, has opened its latest travel retail boutique at Sydney Airport Terminal 2. It is the first store in Oceania to offer the entire Victoria’s Secret brand experience and range, spanning fragrances, bodycare, lingerie, sleepwear, swimwear and athleisure, including the brand’s PINK collection.
“We are thrilled to partner with Victoria’s Secret to bring the complete VS brand experience to Sydney Airport, and to Oceania airport retail more widely,” commented Heinemann Asia Pacific Regional Purchasing Director Ranjith Menon.
“We have seen very strong traction since the store first opened to passengers, demonstrating Victoria’s Secret’s strong standalone brand appeal, particularly for Gen Z and Millennial shoppers, and as a complement to our wider product assortment in Terminal 2.”
The store opening marks Victoria’s Secret’s return to Sydney Airport, having previously offered beauty and accessories to travellers. The boutique rounds out Heinemann’s department store concept created for the airport’s domestic terminals, which curates premium and luxury brands for the Australian traveller.
Click above for footage of the launch event and comment from the partners.
Heinemann’s expansion from Sydney Airport’s international terminal into its two domestic terminals in 2023 was “a major step in the airport’s project to rejuvenate its domestic retail and F&B experience”, noted the retailer.
“It is an extraordinary milestone for Victoria’s Secret to return to Sydney Airport, and doing so through a renewed partnership with Heinemann makes this moment even more meaningful,” said Victoria’s Secret Travel Retail Vice President Helly Ding.
“We remain committed to bringing the iconic Victoria’s Secret experience to travellers around the world, and the Asia Pacific region plays a pivotal role in our growth. I would like to express my gratitude to our exceptional partners at Heinemann Pacific and Sydney Airport, whose collaboration has made this beautiful store a reality.”
Victoria’s Secret and Heinemann marked the store launch with a DJ, a live engraver and bespoke cocktails and canapes for guests and passengers. Sydney-based beauty and fashion content creators were also on hand to boost visibility of the new offer at Sydney Airport ahead of the holiday travel season. ✈
*Video to follow.
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