Nuance-Watson (Singapore) to open new Victoria’s Secret concept

SINGAPORE. Nuance-Watson (Singapore) is set to extend its partnership with Victoria’s Secret when it opens a new 68sq m store at Singapore Changi Airport in April.

The store design will be based on Victoria’s Secret’s new Travel and Tourism concept focusing on its beauty and branded accessories. It will feature a range of popular products from the brand, together with a limited assortment of its best-selling innerwear, sleepwear and loungewear.

As reported, the retailer recently won the rights to operate a stand-alone Victoria’s Secret Beauty & Accessories (VSBA) store at the airport’s Terminal 1 Departure/Transit Lounge West.

The travel retailer said that this newly awarded VSBA concession brings to new heights its partnership with Limited Brands International, distributor of Victoria’s Secret worldwide.

As the first travel retailer in Asia to bring in Victoria’s Secret Beauty at its Terminal 3 mega-store in January 2008, Nuance-Watson said it has seen “tremendous growth” of the brand year-on-year. In 2011, Victoria’s Secret Beauty products registered growth of more than +50% over 2010 at Nuance-Watson’s Perfumes & Cosmetics stores.

In 2011, Victoria’s Secret Beauty registered growth of more than +50% over 2010 at Nuance-Watson’s Perfumes & Cosmetics stores; the company claims to be the first travel retailer in Asia to bring in Victoria’s Secret Beauty


The store design will showcase Victoria’s Secret products in a store environment accentuated by a pink and black façade. The store’s interior will feature a gallery of black and white photographs of the brand’s supermodels.

Nuance-Watson (Singapore) Managing Director Ken Tse said: “We strive to be innovative and at the cutting edge in our retail concepts to be in line with Changi Airport Group’s ideology to be the forerunner of airport retailing. Victoria’s Secret is a powerful brand with consistent sales and profit growth.

“The new VSBA Travel and Tourism retail concept for the upcoming store will make it easy for passengers to pick up an item quickly with its accessible price points and unique range of products. We are delighted to be working with Limited Brands more closely, and we believe that the inclusion of this new store will further enrich the shopping experience for passengers in Changi Airport. We look forward to more openings soon.”

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