It also plans to open branches in six interior cities. The franchise has a business group in Panama.
On Friday, December 31, the lingerie and cosmetic brand Victoria’s Secret He completed the long -awaited inauguration of his first premises in Argentina, more specifically in Unicenter Shoppingin the northern part of Greater Buenos Aires. The sales calculations that investors had made in the previous stage They were quickly overcome: In the first week they were 250% higher than those projected. And the metrics remained high, although the holiday season subtracts public in the city of Buenos Aires and surroundings.
These results accelerated the deadlines of the expansion plan that has for Argentina the David GroupPanamanian company that has the exclusive license for the countries of Latin America, except three specific cases: Chile, Mexico and Brazil.
Therefore, the next step already has a date: At the end of May it will open its second place in the country, in this case in Pacific Galleries. Both this branch and that of Unicenter will have similar characteristics and will represent an approximate investment AU S1 million, according to the Vice President of Operations of Grupo David, Gerardo Marcano.
The following steps include openings in six other cities in the interior of the country between 2025 and the first half of 2026. The list appears Mendoza, Córdoba, Rosario, Santa Fe and Salta. The sixth is not yet defined, but it could be Neuquénsince the investment group seeks a location close to the Petrolero de Vaca Muerta sitean area that is registering a strong increase in consumption based on the high purchasing power of those who work there.
The David Group It is present in 14 countries with more than 300 points of sale. And its local spokesmen assured during the inauguration of Unicenter that in five years Argentina can be consolidated as the most important market of the brand outside the United States.
Victoria’s Secret was available until last year only in the Free Shop of Ezeiza and Aeroparque. And also through an online sales system that allowed access to a limited catalog of brand products. As they comment from the licensee company, the ecommerce did not prosper as expected Due to the restrictions to import that there were in recent years and now began to free themselves.
Anyway, this flexibility did not translate linearly at prices, which They are still considerably higher than in the United States. The company argues that although it applies the values suggested by Victoria’s Secret in the US, they cannot sustain them locally because they have to add the import tariffs that reach up to 50% of the original price. To this is added the application of 21% VAT. Thus justifies differences of up to 70% in the final price.
The cost structure of the textile sector began to be disclosed a few months ago by the Argentine company Tnplatex, which launched a basic clothing line DFAC (direct from the consumer factory) with lower prices than the competition. To explain how it manages to hold that offer detailed the costs of the entire chain. There it arises that the final price includes 50% taxes, 12.7% rental, 9% logistics and marketing, 2.5% advertising and design, 8.5% production and 4.8% profitability The brand.
Source: Ambito
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