Delta Brands launched the successful American lingerie brand Victoria's Secret in Israel


by Ifi Reporter Category:Financial Dec 11, 2022

Delta Brands launched the American lingerie brand Victoria's Secret. The brand is added to Delta, Peaks and the sports brand Fanta Ray. The parent company, Delta Galil, manufactures underwear for Victoria Global under the American brand name.
Today Victoria's online store will go live, and in September 2023 the first two stores of the brand will be launched in the Grand Mall in Petach Tikva and the Grand Mall in Haifa. After them, a third store will be launched, the location of which will be signed in the coming days. Delta plans to open about ten Victoria's Secret stores in 2023-2025 with an investment of NIS 70 million, on an area of 350 square meters each, and with the brand's new design concept.
Delta's agreement with the American company was signed for ten years with an option to extend. Delta will buy the goods from Victoria and pay her royalties based on sales. Later this year, she will bring the underwear line of the young Victoria's Secret brand called Pink, intended for girls 14 to 21. The franchise receives the marketing materials from the American company.
"In the United States, the website accounts for about 30% of the company's sales. We do not keep inventory in Israel, but receive inventory by airlift every week. It is more economical for us than keeping inventory in warehouses," said CEO of Delta Brands Anat Bogner. She also said: "We have the right Choose presenters from a very wide variety. They understood that they needed to integrate local presenters, so we will mix with them in the presenters."
According to Bogner, the price of the brand in Israel will be the same as abroad plus VAT and shipping costs of 3% on average: "The website in Hebrew is easy to operate and the delivery will be made within two to three days, without charging shipping fees for purchases over NIS 199. From our experience, in Delta most transactions exceed this amount". Victoria's market share is estimated at 24% of the underwear industry in the United States.



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