International lingerie chain Victoria's Secret keeps expanding: new store Dublin Airport in the Republic of Ireland

International lingerie chain Victoria's Secret keeps expanding: new store Dublin Airport in the Republic of Ireland The new Victoria’s Secret store has opened at Dublin Airport Terminal 2 – and more stores might follow in the city centre. The store will be retailing some of the brand's most sought-after beauty and cosmetic products. Products are also directed towards the jet-setting clientele, with accessories such as a branded passport holder. The interior of the shop is a design similar to the US stores, with black-cherry wall fixtures, as well as videos broadcasting images of the brand's beautiful Angels. Expanding with new retail stores and improving current business is good for Victoria’s Secret. The company never really stops tinkering with its shops and operations, whether that’s adding more square meters to stores or getting products rolled out faster. When the chain is able to pull several of those elements together – a process they call “market intensification” – the results have been impressive. With only 3 years of learning and testing, Victoria’s Secret wants to bring the package of improvements to more markets around the US. This “ market intensification” test began in 2009 with around 30 stores in the US. More space and product was added, new staff was hired and trained, and merchandise flow was improved. The results were impressive; the business was boosted by nearly 70% in stores. Thinking about that in particular markets over a three- or four-year period, it is clear there’s a lot of sales growth opportunity through selling more effectively. The intensification program is a step beyond general store expansions. Victoria’s Secret has added additional square metrage to 219 stores between 2007 and 2012 and with extra space going toward ventures like the Pink brand and, more recently, tangential categories like sport and loungewear. Victoria’s Secret currently has about 1,050 stores around the world.