Lingerie label Victoria's Secret is set to open a store in Dubai this weekend following one in Kuwait in November.
But shoppers looking for the brand's more racy designs may well be disappointed: Mohammed Alshaya, chairman of retail operator M H Al Shaya said the store would stock a range of "edited basics".
“Victoria’s Secret is a format that is done for the market,” he told delegates at a business forum in Dubai last week. He added that the line would focus on conservative pieces such as robes and cosmetics.
Although the region has a healthy appetite for risque lingerie products, Victoria's Secret will retail a limited assortment of the brand's best-selling innerwear. A wide selection from the brand's beauty range will be available, including its new VS fragrance, Bombshell.
The brand opens for business at Mirdiff City Centre at 6pm this Saturday. A Beirut store is expected to follow early next year.
The Kuwait store is the first outside North America.
Al Shaya holds the regional franchise for 55 brands, including River Island, Debenham's, H&M and Starbucks.
But he said at the forum he has plans to open another 250 next year, bringing in a slew of new brands, including American sandwich maker Potbelly and burger outlet Shake Shack and Bath and Body Works.