Capping a decade of negotiations, Victoria’s Secret and Bath & Body Works are set to open in Israel in the second half of 2021.
The stores will be run and managed by Israel’s Delta Galil and a European distributor following a deal announced Sunday. The locations and exact opening dates have yet to be announced.
Delta will first open several branches of Bath & Body Works before the launch of the lingerie stores, said its CEO Anat Bogner. Overall, 20 Bath & Body Works stores and seven Victoria’s Secret branches will open in Israel, she said. Delta will also manage its online presence in Israel.
“The prices in Israel will be similar to prices around the world, with VAT,” said Bogner.
There are currently two branches of Victoria’s Secret in Israel, at Ben Gurion Airport, though run by a different distributor.
The Israeli underwear and activewear company Delta currently has 169 stores around the country, while competitor Fix has 30. Bogner, however, brushed off suggestions Victoria’s Secret would take a bite into their profits.
“We see it more as complementary variety than competition,” she said.