The lingerie brand plans to test a “store of the future” at three locations later this fall, reported CNBC. One of the stores be in a strip center, a different strategy for the mall-based retailer.
The new stores will be followed by another 10 test locations in 2022, the majority of which will be off-mall.
Victoria’s Secret, which will be spun off into a separate public entity next month called Victoria’s Secret & Co., is also in the process of updating its existing stores to make them lighter, the report said. The brand’s signature black fixtures are being replaced with white and light-wood tones. In an effort to promote its more inclusive image, the company is adding mannequins in extended sizes.