Shhhh! City's latest store is a secret

Princesshay has announced that Victoria’s Secret will be opening its first dedicated beauty store in the UK this summer — and it’s coming to the heart of Exeter.

The new 1,725 sq. ft. store will be located next to Levi’s in Princesshay’s main mall and will offer the brand’s full beauty range. Shoppers can expect to find signature collections such as The Mist Collection, fine fragrances, body serums, lotions, oils, lip care, and glosses, along with a curated selection of sleepwear, accessories, bras, and knickers.

The opening marks a major retail moment for Exeter, as it will be Victoria’s Secret’s first standalone store in Devon.

Hannah Overton, Marketing and Commercialisation Manager at Princesshay, said: “We’re excited to welcome Victoria’s Secret to Princesshay. It’s fantastic that we will be the home of their first Devon standalone store and demonstrates how Princesshay is continuing to thrive and attract leading names. Victoria’s Secret is an iconic brand and will make a great addition to our fashion line-up. We look forward to working with the team.”

Nicola Reeve, Head of Retail at Victoria's Secret, added: “Following our continued expansion across the UK, we are thrilled to be opening a new permanent location in Exeter. We've seen a fantastic reception to our brand in the South West NEXT Concessions, and we are delighted to bring a dedicated beauty assortment store to the vibrant retail scene in Exeter this summer. We look forward to welcoming customers and providing them with an exceptional shopping experience."

Construction is now underway on the new unit, with a range of opening day activities planned to celebrate the launch later this summer.

For further updates, visit www.princesshay.co.uk.