Dubai’s retail landscape continues to evolve, and this week sees a notable addition with Victoria’s Secret opening its newest store at Mall of the Emirates.
Located within the Fashion Dome’s signature atrium, the new space introduces a refreshed store concept designed around ease, flow, and clarity. Clean sightlines and streamlined navigation guide customers intuitively through the brand’s collections, offering a more considered and unhurried shopping experience than the traditional lingerie retail format.
The opening was marked by an in-store celebration and ribbon-cutting ceremony, attended by Karen Wazen, who brought a polished sense of occasion to the launch. Inside, the store presents Victoria’s Secret’s full product offering. Shoppers can explore the brand’s core lingerie categories, including bras, panties, sleepwear, and loungewear across multiple collections, alongside its established beauty line. The fragrance section features some of the house’s most recognisable scents, including the bestselling Bombshell Eau de Parfum, known for its bright fruit notes, floral heart, and soft vanilla finish.
A key element of the new store experience is its focus on personalised service. Complimentary one-on-one bra fittings are available without appointment, allowing customers to receive tailored guidance in a relaxed setting, a service increasingly valued in an era of convenience-led retail.
For updates, the brand can be followed via its regional social channels.
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