Victoria’s Secret Opens Flagship Store at Gold Mall’s New Platinum Floor

Victoria's Secret is set to open a flagship store in the new Platinum Floor at Gold Mall, marking a major expansion of the brand’s retail presence in Israel.

The new store, operated by Delta Israel Brands, will span approximately 450 square meters and will become the ninth branch of the global lingerie leader in the country.

Immersive Retail Concept 

The store is designed according to Victoria’s Secret’s updated retail concept, which emphasizes an immersive shopping experience, intuitive navigation, and a modern in-store atmosphere.

Customers will be able to access a wide range of products, including lingerie, pajamas, accessories, and the brand’s beauty line, featuring fragrances and body care products.

The store will also offer personalized one-on-one bra fitting sessions, designed to provide customers with professional and tailored service. The service will be free of charge and available without prior appointment.

New Retail Hub at Gold Mall Platinum Floor

Victoria’s Secret joins a wave of international and local brands entering the new Platinum Floor at Gold Mall, alongside retailers such as Adidas, Itay Brands, Minina, Shoofra, Parfois, Factory Candles, Flying Tiger Copenhagen, Soho, and Happy Lemon.

Additional international brands are expected to be announced closer to the official opening of the new floor.

The Platinum Floor is scheduled to open this summer and will cover approximately 12,000 square meters, featuring around 30 stores. It will include flagship international stores in large-format retail spaces, alongside a 1,800 square meter curated kiosk area housing 12 designer pop-up units.

Investment and Rental Model

The development of the new floor represents an estimated investment of approximately ₪100 million. Average rental rates in the Platinum Floor are reported to be around ₪450 per square meter.

Mall officials say the project reflects a global shift toward experiential retail, combining technology, design, and lifestyle-driven shopping environments.

Strategic Positioning of Gold Mall

The expansion is intended to strengthen Gold Mall’s position as a leading national shopping destination, adapting to evolving consumer expectations and competitive retail trends.

Tal Gindi, co-owner of Gold Mall, welcomed Victoria’s Secret’s entry into the new floor.

“We are pleased to welcome Victoria’s Secret to the new floor. It brings a precise mix of leading brands, a modern shopping experience, and a new standard of retail and customer engagement,” Gindi said.