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After a decade of negotiations: Victoria's Secret opens branches in Israel
The stores will be opened as part of a collaboration for the exclusive distribution of the Victoria's Secret brands and the Bath & Body Works care product brand by Delta in Israel, along with the operation of their online sites in Israel by the CEO of Delta Israel: "Prices in Israel will be similar to world prices plus VAT"
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Victoria's Secret
Michal Raz-Haimovich
Sunday, 27 December 2020, 12:59
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Ten years after negotiations took place between Delta and Victoria's Secret - Delta announces the opening of the brand's stores in Israel.
The opening of the stores will be possible as part of a collaboration for the exclusive distribution of the Victoria's Secret brands and the Bath & Body Works care product brand by Delta in Israel, along with the operation of their online sites in Israel.
The operation of the two brands will be managed by Delta together with a European partner that holds a franchise for other European countries.
Delta's share in the partnership stands at 60%.
The first stores are expected to open in the second half of 2021 and in the first phase, the chain's skincare brand stores, Bath & Body Works, will open, followed by the lingerie brand stores.
It should be noted that Delta Galil has been a manufacturer of Victoria's Secret products for many years.
The locations where the first stores will open have not yet been announced.
It will be recalled that Ben Gurion Airport has two stores of the brand, and they are operated by a separate franchisee.
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Similar prices abroad? Victoria's Secret (Photo: Gettyimages)
According to Delta Israel CEO Anat Bogner, "The stores will be opened in cities whose potential for success is the highest, and these are not necessarily Tel Aviv and not necessarily stores that will be located in malls.
We are still working on finding the right location.
For Delta and Peaks stores we have a diverse layout with a mix of street stores, stores in an open shopping center or malls.
Each city has its own prime location.
The first two stores to be opened will be of the atmosphere and grooming products and after a few months stores of the lingerie brand will open.
In terms of the plan to deploy the two brands, we will reach 20 Bath & Body Works stores and seven Victoria's Secret stores.
As for the online activity, we will create a separate website for each brand. "
Bella Hadid for Victoria's Secret (Photo: gettyimages)
Asked about the price level of the products to be sold in the country, Bogner says "Prices in Israel will be similar to world prices plus VAT." And what about the competition that will open for Delta lingerie products? "We see it more as a complementary variety than as a competition.
In its product mix, Victoria's Secret caters to a different audience compared to most of the products offered in Delta.
For him, this is a complement. "The new stores will join the existing stores, which currently number 169 Delta stores and 30 Pix brand stores.
Victoria's Secret was established in 1977 by Roy Raymond in California as a company for the production and distribution of lingerie. In 1982, the chain was sold. For $ 1 million to American Jewish businessman Leslie Wexner, chairman and former CEO of L Brands, the brand's parent company to date. In 2019, Victoria's Secret's sales totaled about $ 6.8 billion. The skincare brand Its own, Bath & Body Works, was established in 1990 when the sales of the brand stores numbered about 1,600 branches to $ 5.2 billion in 2019. In 2002, Victoria's Secret added another brand to its portfolio, PINK, which appeals to a younger audience.
After a decade of negotiations, the well-known lingerie brand arrives in Israel (Photo: gettyimages)
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