Secret’s Out | Victoria’s Secret lands in Canada with a new store in West Edmonton Mall

By Stephanie Sparks

In West Edmonton Mall, amid the early morning mall walkers and maintenance workers, a line of anxious women of all ages began outside the first-ever Victoria’s Secret store in Canada and wound around the Ice Palace, where it trickled off. Before the line grew any longer, the mall was eerily quiet, a calm before a storm of stockings, sexy undergarments and a South African supermodel.

Yes, Candice Swanepoel, sans angel wings, cut the ribbon at the grand opening, marking the beginning of one of the mall’s biggest buying frenzies. And its opening surely means a boost for the mall and the local economy. Alberta women need no longer stock up on Victoria’s Secret products when south of the border or take a gamble on size and colour when shopping online. Women from all around will be flocking to this location because it will be the only one in Western Canada for now.

“West Edmonton is a world-renowned mall, so what better place,” says Swanepoel. “And they’re also putting two other stores in Toronto, so it’s going to be all over Canada.”

But Canadian lingerie retailers like the Bay and La Senza (which was bought by VS owner Limited Brands Inc. in 2006) have had to fight for the customer loyalty that comes naturally to Victoria’s Secret.

“Victoria’s Secret blows every lingerie company out of the water,” says Swanepoel, ever the spokesmodel. She cites the designs, colours and varieties “so every woman can find something. Not only is it lingerie, it’s swimwear, it’s yoga wear, it’s world-famous perfume – the list goes on.”

Anyway, it’s here, it’s pink and if you’re in West Edmonton Mall any time soon, it’s going to be busy.

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