Victoria's Secret deepens Pune footprint with third store at Phoenix Avenue of Stars
The lingerie and beauty major opened its third Pune outlet at Phoenix Avenue of Stars in Viman Nagar, unveiled with India Brand Ambassador Triptii Dimri. The store stocks accessories, beauty and fragrances, signalling continued bet on Tier-1 mall expansion.
What happened
Victoria's Secret opened a new store at Phoenix Avenue of Stars in Pune's Viman Nagar, launched June 25, 2026 with India Brand Ambassador Triptii Dimri. It is
Why this matters
The brand's accelerating Phoenix-anchored expansion tightens premium mall shelf space for competing intimatewear and beauty players, raising urgency for partnership or location lock-ins in Tier-1 metros.
What to watch
- Reliance Retail/ABFRL commentary on VS India revenue in next quarterly call
- Phoenix Mills tenant mix disclosures showing VS rental terms
- New VS store announcements in Tier-1 within 90 days
- Zivame/Clovia premium-line counter-launches
- Discounting cadence at existing Pune VS stores post-opening
- Map catchment overlap of all three Pune VS stores via pin-code footfall data
- Track beauty/fragrance SKU velocity vs apparel in opening month
- Monitor celebrity-led launch conversion (Triptii Dimri association ROI on social)
- Benchmark against Sephora and Tira store density in same malls
- Watch for next city announcement — Hyderabad or Chandigarh likely