Victoria’s Secret coming to Ellenton Premium Outlets

A permit application filed with Manatee County shows plans for a new Victoria’s Secret store at the Ellenton Premium Outlets.

Longtime mall lingerie retailer Victoria’s Secret is opening a location at the Ellenton Premium Outlets.

A permit application filed with Manatee County July 30 calls for the interior remodeling of an existing space at the outlet mall for a new Victoria’s Secret store. It will be the only store from the women’s lingerie retailer in Manatee County — a location in the DeSoto Square Mall in Bradenton closed in early 2019.

The brand, which was synonymous with sex appeal in the late 1990s and 2000s, has lost its luster in recent years. Beauty standards have changed and competition from other lingerie brands like ThirdLove and Rihanna’s Savage x Fenty has ramped up.

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Its parent company, L Brands of Columbus, Ohio, said July 28 that it plans to cut home office staffing at Victoria’s Secret by 15%, or about 850 employees.

It also plans to close 250 Victoria’s Secret stores in 2020 while negotiating with landlords for rent relief and continuing to work with vendors to reduce merchandise costs in order to increase margin rates.

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Read more stories by Laura Finaldi

The brand also came under fire in 2018 when then-chief marketing officer Ed Razek told Vogue that he didn’t think transgender or plus-size women should be included in the company’s fashion show, which in recent years has featured models like Kendall Jenner and Gigi Hadid and entertainers like Taylor Swift and Ariana Grande. The show was was canceled in 2019 after a 17-year run.

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The only remaining Victoria’s Secret store currently in Sarasota-Manatee is at the Mall at University Town Center at I-75 and University Parkway. Stores at Westfield Siesta Key, Sarasota Square and DeSoto Square Mall have all closed over the past two years.

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