Victoria’s Secret has opened a new airport boutique at Sydney Airport, marking the brand’s first airport fashion store in Oceania and its most comprehensive travel retail presence in the region. The boutique opened in Terminal 2 in partnership with Heinemann Oceania and offers the full Victoria’s Secret brand range, including fragrances, body care, lingerie, sleepwear, swimwear, athleisure and the PINK collection. The opening positions Sydney Airport as the only location in Oceania with a complete Victoria’s Secret airport retail experience.
The store represents Victoria’s Secret’s return to Sydney Airport, where it previously offered a more limited selection of beauty and accessories. The launch also forms part of Heinemann’s wider department store concept for Sydney Airport’s domestic terminals, following its expansion from the international terminal into domestic retail in 2023. The opening comes ahead of the peak holiday travel period, targeting domestic passengers passing through Terminal 2.
First Victoria’s Secret airport store in Oceania
Heinemann said the Sydney Airport boutique is the only Victoria’s Secret airport store in Oceania and the first in the region to carry the brand’s entire product assortment. The retailer partnered with the brand to introduce a standalone fashion-led concept rather than a limited beauty-focused offer, reflecting demand from Australian travellers.
“We are thrilled to partner with Victoria Secret to bring the complete VS brand experience to Sydney Airport, and to Oceania airport retail more widely,” said Ranjith Menon, Regional Purchasing Director for Heinemann Asia Pacific. “We have seen very strong traction since the store first opened to passengers, demonstrating Victoria’s Secret’s strong standalone brand appeal, particularly for Gen Z and millennial shoppers, and as a complement to our wider product assortment in Terminal 2.”
The boutique adds to Heinemann’s curated mix of premium and luxury brands across Sydney Airport’s domestic terminals, part of an ongoing effort to refresh retail and food and beverage offerings for Australian travellers. Heinemann’s move into the domestic terminals in 2023 marked a significant step in the airport’s retail redevelopment strategy.
Part of wider Asia Pacific growth strategy
Victoria’s Secret said the Sydney Airport opening supports its broader growth ambitions in travel retail and the Asia Pacific region. The brand operates airport and travel retail locations globally and has identified the region as a key market for future expansion.
“It is an extraordinary milestone for Victoria’s Secret to return to Sydney Airport, and doing so through a renewed partnership with Heinemann makes this moment even more meaningful,” said Helly Ding, Vice President of Victoria’s Secret Travel Retail. “We remain committed to bringing the iconic Victoria’s Secret experience to travelers around the world, and the Asia Pacific region plays a pivotal role in our growth. I would like to express my gratitude to our exceptional partners at Heinemann Pacific and Sydney Airport, whose collaboration has made this beautiful store a reality.”
The opening was marked with an in-store launch event featuring a DJ, live engraving services, bespoke cocktails and canapés for guests and passengers. Sydney-based beauty and fashion content creators attended to increase visibility of the new boutique ahead of the busy travel season.
For Sydney Airport, the arrival of a full Victoria’s Secret boutique strengthens its domestic retail proposition and adds an internationally recognised fashion brand to its Terminal 2 offer. The store is expected to appeal to both leisure and business travellers seeking fashion, beauty and gifting options while travelling within Australia.
