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Victoria's Secret opens first Jaipur store at Pacific Mall, taking its India network to 20 stores
Our read
Victoria's Secret will more likely than not keep expanding its India network beyond 20 stores through Apparel Group, adding new states and more Full Assortment formats.
For operators
Victoria's Secret's first Rajasthan store, about 3,560 sq ft at Pacific Mall in Jaipur, brings a premium global intimate-wear name into the city, so rival mall and lingerie operators there should expect competition for premium shoppers.
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Full Assortment outlets above the eight reported, at the next India opening, would mean Apparel Group is taking full-range stores beyond metros, to landlords' benefit.
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Who is opening stores most aggressively?The report
The Victoria's Secret store, run with Apparel Group, spans approximately 3,560 sq ft and marks the brand's entry into Rajasthan. Eight of the brand's 20 Indian stores are Full Assortment outlets.
- Victoria's Secret stores in India20
- Full Assortment outlets in Indiaeight
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Store and format facts
From the report. Source details below
| Reporting date: | 13 October 2026 |
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What it means for the format
The Jaipur opening shows Apparel Group still adding Victoria's Secret doors in new states (Rajasthan is new), which signals a franchise-led rollout that is scaling store by store and still has headroom beyond 20 stores.
Next on the rollout
- Next Victoria's Secret opening announced outside Rajasthan
- Any Apparel Group comment on Jaipur store sales or footfall
- Rival intimate-apparel brands announcing Jaipur or Rajasthan stores
- Store closures or format downsizing in the India network
Likely next moves
Our read of what comes next — analysis, not reported by the source.
- Apparel Group is likely to announce further Victoria's Secret openings in malls in cities where the brand is not yet present.
- Victoria's Secret may weight new India stores toward Full Assortment formats, since only eight of the 20 stores carry that range.
- Expect Apparel Group to run local launch events and promotions around the Jaipur store to build awareness in Rajasthan.
- Domestic and international rivals in intimate apparel may step up their own mall presence in Jaipur and similar cities.
- Mall developers in cities without the brand are likely to court Victoria's Secret and Apparel Group for anchor-style lifestyle space.