Victoria's Secret is a popular American retailer of lingerie, women's wear, and beauty products. It is known for its high quality lingerie, and was popularized by the fashion shows and catalogues, which feature top models.
Victoria's Secret was started in 1977 in San Francisco, California by Roy Raymond. Roy started the store because he felt embarrassed when trying to purchase lingerie for his wife in a department store environment. He opened the first store at Stanford Shopping Center, and quickly followed it with a mail-order catalog and three other stores. The stores were meant to create a comfortable environment for men, with wood-paneled walls, Victorian details, and helpful sales staff. Men could browse the store for styles and the employees would help estimate the appropriate size and retrieve the correct item for the customer.
In 1982, after five years of operations, Roy Raymond sold the company to The Limited. Throughout the remainder of the 1980s, Victoria's Secret was rapidly expanded into many U.S. malls. The company also began to offer a widened range of products, such as shoes, evening wear, and perfumes, with its mail catalog issued eight times annually. By the early 1990s, Victoria's Secret had become the largest American lingerie retailer, topping one billion dollars. Victoria's Secret is now attempting to build its image with a fairly conservative, middle-class shopper in mind, avoiding any connotations that lingerie might carry. With over 1,000 stores today Victoria’s Secret continues to be a strong leader in the woman’s lingerie business.
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