Victoria’s Secret Beauty & Accessories (VSBA) has opened its first standalone store on a Baltic cruise ferry on board Viking Line’s M/S Viking Grace (pictured) in partnership with Greece-based Agora Trading.

 

The shop (below) which opened today follows the debut of Victoria’s Secret Beauty units on Tallink Group’s revamped Silja ships: Serenade in February and Symphony in October (below right).

 

TRBusiness understands that both these large-format beauty units have been performing extremely well.

 

Lingerie and beauty house Victoria’s Secret [part of the US-based L Brands fashion group] has been rapidly rolling out its VSB and VSBA concepts into travel retail, with an eye on the Scandinavian market where Viking Line has been selling Victoria’s Secret beauty products since February and claims to be the first to have had them in the region.

 

In the Baltic, VSBA’s focus is on beauty products and accessories including the FiFi award-winning Victoria’s Secret Bombshell scent, just-launched collections like the new Angel’s Only, plus perennial favourites like VS Fantasies, body care products and lip gloss.

 

SIGNATURE LOOK

Accessories include scarves, sunglasses and perfect panties to branded cosmetic cases and multi-use fashion bags, as well as passport holders, phone wallets, travel adaptors and headphones.

 

The Viking Grace store features the VSBA signature look with interior elements like black-cherry fixtures and eye-catching focal walls plus a gallery of iconic black and white images and a video wall that broadcasts footage of Victoria’s Secret models known as ‘Angels’.

 

“The expansion of the shopping facilities on board M/S Viking Grace comprises an important goal for us,” says Eva Rehnström (left), Purchasing and Sales Manager Beauty & Fashion at Viking Line which transported 6.5m passengers last year.

 

“Our objective is to offer passengers a high level of service and shopping experience in combination with interesting products and brands. The opening of VSBA is a great example of this.”