The first Victoria’s Secret store has opened in Malta, located at the Bay Street Shopping complex.

“Thanks to SF1 Group for believing in us and opening their first Victoria's Secret store in Malta,” Bay Street Group CEO David Spiteri said.

The Grand opening was scheduled for 11th June at 10am.

The SF1 Group is an international company with 126 stores in 17 markets, comprising of international brands. They already had a presence in Malta with PANDORA, the jewellery store chain.

Victoria’s Secret is an international lingerie, clothing and beauty retailer.

One of the most iconic fashion lingerie brands in the world which has run its own fashion shows, the brand faced declining relevance in recent years, but seems to have bounced back with its strongest quarterly performance in a while, reporting first quarter revenues of $1.56 billion. Victoria’s Secret has broadened its product assortment and diversified its marketing. 

In May 2024, the SF1 Group had signed a partnership agreement with the lingerie brand on the following markets: Serbia, Slovenia, Slovakia, Malta, Cyprus and Greece.