Shoppers turned out in force on Friday as Victoria’s Secret officially opened its first full-assortment store in Brisbane, unveiling a modern new space at Westfield Mount Gravatt. The launch marks the brand’s second full-assortment store in Queensland and only the fifth in Australia, as the lingerie powerhouse continues its local expansion led by Valiram. For the first time, Brisbane customers can enjoy the complete Victoria’s Secret experience, with the full range of lingerie, sleepwear, loungewear, PINK, fragrances, beauty and accessories available in one location.

A massive queue snaked through the centre on opening morning, with eager customers lining up well before doors opened to secure launch-day perks timed to coincide with Black Friday. Shoppers were treated to fragrance giveaways, vouchers, sweet treats and live bottle engraving across the first two days.

The new store features elements of Victoria’s Secret’s updated Store of the Future concept, offering a modern and experiential environment with an intuitive layout designed to feel warm, inviting and easy to shop. Customers can browse the full Victoria’s Secret assortment under one roof—categories that have traditionally been split across multiple store formats in Australia.

Shoppers can also explore the complete Victoria’s Secret Beauty lineup in-store, featuring the brand’s much-loved fine fragrances, mists and body care. Bestselling scents including Bombshell, Tease and Bare Eau de Parfum sit alongside a changing selection of seasonal and limited-edition fragrance drops.

Complimentary one-on-one bra fittings with trained Bra Fit Experts are also available, with no appointment required.

The Mount Gravatt opening bolsters the brand’s growing Australian network, joining full-assortment locations at Chadstone, Emporium and Highpoint in Melbourne, and Pacific Fair on the Gold Coast, alongside several beauty assortment stores nationwide.

Victoria’s Secret Mount Gravatt is now open on Level 1 at Westfield Mt Gravatt, Corner Logan and Kessels Road, Upper Mount Gravatt. Customers can also explore the brand’s offering online at victoriassecret.com.au