Victoria’s Secret has officially arrived in Serbia with the opening of its first store in Belgrade, marking a significant expansion for the global lingerie and beauty powerhouse. The new location, situated on the ground floor of the Ušće Shopping Center, brings the brand’s signature product range, including lingerie, loungewear, perfumes, and body care, to Serbian shoppers for the first time.
Designed to reflect the brand’s modern retail approach, the store offers an inviting and streamlined layout that enhances the customer experience. With clean lines, curated displays, and intuitive navigation, the space allows visitors to explore the collections comfortably while immersing in the full Victoria’s Secret experience.
An exclusive pre-opening event was held ahead of the public launch, drawing some of Serbia’s most recognizable faces. Singer Nataša Bekvalac, actresses Anđela Jovanović, Marina Ćosić, and Jelena Gavrilović, along with television personalities, stylists, models, and influencers, were among the invited guests. Attendees had the opportunity to preview the brand’s renowned selection of bras, lingerie, and sleepwear in a private setting that highlighted the store’s refined aesthetic.
One of the store’s defining features is its complimentary bra fitting service, available without an appointment. Customers receive individual measurements and personalized guidance from trained staff to help them discover their ideal fit. This emphasis on tailored support reinforces the brand’s message that comfort and confidence go hand in hand.
In addition to lingerie and apparel, the store also offers Victoria’s Secret’s popular line of beauty products. Fragrance fans can browse a selection of bestsellers, including the brand’s iconic Bombshell Eau de Parfum. With its vibrant combination of Brazilian purple passionfruit, Madagascan vanilla, and floral peony, Bombshell remains a standout in the collection and a favorite among global consumers.
The arrival of Victoria’s Secret in Belgrade introduces a new standard for lingerie and beauty retail in the region. By combining high-quality products with a personalized shopping experience, the brand aims to connect with a new audience while expanding its international presence.
