Victoria’s Secret opened the doors of its London flagship store on Bond Street today.

The 40,386 sq ft shop, which the retailer views as a global statement store, has three trading floors and a VIP lounge area.

The US giant Victoria’s Secret, owned by Limited Brands, said the store’s design embodies the brand’s “sexy, sophisticated and glamorous spirit with a nod to the old English heritage of New Bond Street.”

The store design is more refined than its Westfield Stratford City shop which made its debut last month, and which will be the UK roll-out model.

Design elements at the Bond Street flagship include carved mouldings, elaborate decorative painting and glass chandeliers.

A giant two-storey video screen playing footage from Victoria’s Secret fashion shows takes centre stage in the store.

The lower ground floor carries Victoria’s Secret’s Pink collection, a “collegiate-inspired” range of bras, underwear and loungewear.

The ground floor comprises the main collection and beauty offer, including fragrances, lipgloss and moisturising creams. The first floor houses sexier ranges and a second floor leads to the Angel Suite, an invitation–only area for VIP customers with private fitting rooms.

To coincide with the opening, the retailer launched a Victoria’s Secret London perfume and a range of underwear for the London stores such as knickers with Union flag charms attached to them.

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