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Victoria's Secret confirms first UK store as Pringle downsizes

US lingerie giant Victoria’s Secret has confirmed it has signed for its first UK store on London’s upmarket New Bond Street in the site currently occupied by luxury knitwear brand Pringle.

The 16,500 sq ft store is located on the prestigious corner of New Bond Street and Brook Street. Victoria’s Secret will open at the site in 2012. Pingle will move in to smaller premises in Mayfair. The next London store could be on Savile Row or Conduit Street at a space of about 1,080sq ft to 1,620 sq ft.

Pringle chief executive officer Mary-Adair Macaire said the brand was transferring the space to Victoria’s Secret because it was revising its approach to retail.

She said the brand, which was in the process of refurbishing the New Bond Street site, was pursuing smaller locations to showcase collaborations and better feature the brand’s product.

Pringle will also be launching its first e-commerce site in August and open its first concession at Harvey Nichols.

Property agents CB Richard Ellis and DE&J Levy advised Victoria Secret.

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