The most coveted lingerie brand in the world will arrive in Israel during 2021 • In addition, the skincare brand "Bath & Body Works" will open about 20 stores nationwide
Arrive in the country.
Victoria's Secret
Photography:
Reuters
After waiting for years, it is precisely in the corona period that it comes.
Lingerie chain Victoria's Secret and Bath & Body Works arrive in Israel.
Delta Galil has signed a cooperation agreement to open stores of the leading international brands in the field of lingerie and in the field of atmosphere and grooming products.
As part of the collaboration, Delta will manage the Victoria's Secret and Bath & Body Works brands in Israel, in partnership with a European partner that holds the franchise for other European countries.
Delta's share in the partnership is 60%.
Delta Galil is in fact the largest company and has international operations, it also among other things produces for Victoria's Secret.
Delta Israel is the subsidiary responsible for operations in Israel.
The stores of the brands in Israel are planned to open starting in the second half of 2021, and the agreement will also include the establishment and operation of online activities for those brands.
Victoria's Secret was founded in California in 1977 as a company for the manufacture and distribution of lingerie, and is the largest in this field in the world, with an annual sales turnover of about $ 6.8 billion in 2019. It sells, along with lingerie for women, also perfumes, creams And beauty products.
The company was and still is identified with its prestigious annual fashion show, which ran continuously between 1995 and 2018. The company had many allegations against the "thinness regime" of its models, and for displaying small sizes rather than real women.
Bath & Body Works was established in 1990 in the state of Ohio, and as early as 1997, was the largest personal care store chain in the United States.
Among its products: bath lotions, creams, perfumes, candles and household fragrance diffusers.
Its sales turnover has grown steadily over the past decade and reached $ 5.2 billion in 2019.
Isaac Debach, CEO of Delta Galil, said that "Delta will manage and lead the brands' activity in Israel, and will contribute its advantages in managing the retail and online systems to the success of the brands in the Israeli market."
Anat Bogner, CEO of Delta Israel, told Israel Today that "the focus of our activities will be on Bath & Body Works.
This chain has been gaining accelerated global success for several years and we believe we can expand with it quickly, and within about two years set up about 20 stores.
In the second phase, a few months later, we will open the Victoria's Secret stores that will include the overall range of lingerie, the young brand Pink, pajamas and the atmosphere and grooming products.
The Victoria's Secret chain will include about seven stores.
In addition, we will have two online sites for both brands that will support the retail activity. "
Do you already have locations for branches?
"In two more weeks, we will close for good. We are currently working on a layout that will be diverse and also include large cities with consumer potential. As in the Delta, we will combine open complexes with malls and street shops.
What will happen to the Victoria's Secret stores at Ben Gurion Airport?
"At the moment it is still unclear what will happen to these stores. However, these are stores that sell mostly creams and a limited range of products."
In recent years "Victoria's Secret" has experienced a decline in sales.
"Victoria's Secret has made a change and replaced all the top management of the company. In 2020 it moved to growth with a 3 percent increase in sales and about 30 percent online. It is also in a good period, it has a good reputation and a variety of consumer products."
Why did you decide to launch the chains in Corona?
"It is certainly a challenging time, but on the other hand it creates many opportunities, and as a large company we are committed to looking ahead. We believe the situation will improve and return to routine. We believe in the Israeli customer base that will not disappoint us. It is an audience that likes to spend time shopping and shopping online."
What will be the price differences compared to the US?
"Prices will be more or less the same as in the US.
"It's important to remember that prices on labels in the U.S. do not include taxes that are added to the coffers. Beyond that, there should be no big difference."
Following the reviews, "Victoria's Secret" has increased its size range. Will all sizes come to the country?
"In the beginning, we will bring all the diversity and it will develop according to the requirements of the Israeli audience. Each audience has different requirements and we will develop with these insights."
