Victoria’s Secret Opens Bigger Store at The Beach JBR with Free Bra Fittings and Personalisation

A beachfront stroll at JBR now comes with a reason to step inside. Victoria’s Secret has opened a new, significantly bigger store at The Beach, JBR. It replaces the previous boutique with a brighter, more elevated space designed to make shopping easier and more personal.

A fresh new look

The store has an airy aesthetic and an intuitive layout, so finding what you’re looking for feels effortless rather than overwhelming. The new space was celebrated with a ribbon-cutting ceremony and an evening of entertainment as the sun set over JBR, combining the brand’s signature glamour with the relaxed feel of the beachfront.

The perfect fit

One of the most useful additions is the complimentary one-to-one bra fitting service. Experts help you find the right fit and style, and there’s no appointment needed. It’s a reminder that many of us have been wearing the wrong size for years.

Make it yours

Personalisation is another highlight. You can have your favourite sleepwear and pyjama sets embroidered, or have your Eau de Parfum bottle engraved. Both make thoughtful gifts, especially with the festive season approaching.

What’s in store

Inside, you’ll find the full range of Victoria’s Secret signatures: bras, knickers and lingerie, plus sleepwear and loungewear. The latest seasonal collections and swimwear are there too, which suits a beachside location. The store is also home to Victoria’s Secret Beauty, with its much-loved fine fragrances, body mists and body care.

With more space, a bigger range and new in-store services, the JBR boutique marks a new chapter for the brand in Dubai. It’s a convenient stop whether you live nearby or are spending a day by the beach.

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