Victoria’s Secret has opened a brand new store at JBR
Dubai, UAE: 5 September 2026
Victoria’s Secret, the leading specialty retailer of lingerie and beauty products, has opened its new store at The Beach, JBR in Dubai, unveiling a bigger, brighter, and more elevated shopping destination for the neighborhood.
Replacing its previous location with a significantly expanded boutique, the new store brings a fresh and contemporary feel to the beachfront destination. An airy aesthetic, intuitive layout, and streamlined navigation make it easy to explore the brand’s collections, while in-store experiences and personalized services add a more engaging dimension to every visit. These include complimentary one-on-one bra fittings, with expert guidance to help customers find their ideal fit and style with no appointment required, as well as customized embroidery to personalize favorite sleepwear and pajama sets, or get their Eau de Parfum engraved.
The new store opening was celebrated with a special ribbon-cutting ceremony and an evening of glamour and entertainment in-store. As the sun set over JBR, guests gathered to discover the new space, bringing together the energy of Victoria’s Secret with the relaxed, beachside atmosphere of one of Dubai’s most vibrant neighborhoods.
Inside, shoppers can discover an extensive selection of Victoria’s Secret signatures, spanning bras, panties and lingerie to sleepwear and loungewear, alongside the latest seasonal collections and swimwear. The store is also home to Victoria’s Secret Beauty, with its much-loved fine fragrances, body mists and body care.
With more space, an expanded offering, and new ways to discover the brand, Victoria’s Secret at The Beach, JBR marks an exciting new chapter for the retailer in Dubai – bringing a refreshed Victoria’s Secret experience to the heart of the JBR community.
For the latest updates, follow @victoriassecretmena on Instagram.
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About Victoria’s Secret
Victoria’s Secret (NYSE: VSCO) is the world’s largest intimate specialty retailer offering a wide assortment of modern, fashion-inspired collections including signature bras, panties, lingerie, casual sleepwear and athleisure, as well as award-winning prestige fragrances and body care. With more than 1,350 retail stores worldwide and a predominantly female workforce of more than 25,000, Victoria’s Secret boasts the largest team of specialty trained bra fit experts worldwide. Victoria’s Secret is committed to inspiring women around the world.
