Victoria’s Secret Opens Its First Store in Argentina’s Second City
Argentina · Retail
Key Facts
- Opening Victoria’s Secret will open at Nuevocentro Shopping in Cordoba in November 2026.
- Size The store will cover 427 square metres, about 4,596 square feet.
- Operator Grupo David will run the store as a franchise in Argentina.
- First It will be the first Victoria’s Secret store in Argentina with a dedicated PINK section.
The US lingerie brand will open at Nuevocentro Shopping with a dedicated PINK section, a sign of Argentina’s retail recovery.
Victoria’s Secret will open its first store in Cordoba, Argentina, in November 2026. The US lingerie brand will operate inside Nuevocentro Shopping mall in a 427 square metre space — that’s about 4,596 square feet, or roughly the size of a large apartment. Grupo David, a local franchise operator with experience running international brands, will manage the store. The location will also include a dedicated PINK section, the brand’s younger, casual line, which will be a first for Argentina.
A landmark arrival in Argentina’s second city
Cordoba is Argentina’s second-largest city and a major consumer hub. The arrival of Victoria’s Secret at Nuevocentro Shopping marks a notable vote of confidence in the local retail market.
The store opening is scheduled for November 2026. Grupo David, the franchise operator, already runs other international brands in Argentina, though the company’s exact portfolio is not detailed in available sources.
The dedicated PINK section is a first for the country. PINK is Victoria’s Secret’s younger, casual line aimed at college-age shoppers — think loungewear, hoodies, and activewear — and it’s a way for the brand to court a demographic that’s often harder to reach.
Nuevocentro Shopping is one of the busiest malls in the interior, so the choice of location gives the brand access to a large, fashion-conscious audience.
What foreign brands see in Argentina right now
Argentina has faced years of high inflation and weak consumer spending. But the peso has stabilised under President Javier Milei’s economic plan, bringing a slow recovery in retail confidence.
The official exchange rate is about 1,487 pesos per US dollar. That stability makes it easier for foreign brands to plan local prices and investments, because they can better predict costs and revenues.
Import rules have been loosened under Milei’s government. That change lets brands bring in products more easily and reduces the cost of following local regulations — which used to be a big deterrent for international retailers.
Still, the economic picture is not all rosy. Consumer demand remains fragile, and many households are cautious about spending, so the opening is a bet on future recovery rather than a reflection of current boom times.
A sign, not a flood
One store does not mean a wave of US brands is coming to Argentina. Consumer demand is still fragile and many households remain cautious with spending.
But Victoria’s Secret chose Cordoba over other cities, which says something about the province’s purchasing power. The mall is one of the busiest in the interior, so the brand is clearly targeting a region that has money to spend.
The store will be a franchise, so Grupo David carries much of the financial risk. That structure lets the US brand test the market without opening its own operations, which is a common strategy for entering uncertain markets.
The fact that it’s a franchise also means Grupo David has to commit local capital and expertise, suggesting they see real potential in the Cordoba market.
What this means for shoppers and investors in Latin America
If you live in or invest in Latin America, this opening is a data point worth watching. When a major US brand like Victoria’s Secret picks a second-tier city in Argentina, it’s a sign that the retail environment is improving enough to justify expansion beyond the capital.
For local shoppers, the store means more choice and a new international option in the city. It also brings a well-known brand into the local fashion scene, which can push domestic retailers to up their game.
For investors, the opening is a data point on Argentine consumer confidence. It shows that at least one major US brand sees enough demand to commit to a physical store — and that’s not nothing in a country that’s been through so much economic turbulence.
Cordoba’s retail market remains competitive. The test will be whether the store can draw customers beyond the first few months of novelty, especially given the lingering fragility of consumer spending.
The Zara question remains open
Some media reports have linked Zara to new openings in Argentina. But Inditex, Zara’s parent company, has announced nothing for Cordoba in 2026.
Inditex already operates in Argentina from Buenos Aires and Tortuguitas. No franchise plan or opening date for Cordoba has been confirmed.
For now, Victoria’s Secret is the confirmed international arrival in Cordoba. Zara remains a rumour with no official backing.
If you’re hoping to see Zara in the city, you’ll have to wait — but don’t hold your breath based on anything that’s been announced so far.
Frequently Asked Questions
When will Victoria’s Secret open in Cordoba?
The store is scheduled to open in November 2026 at Nuevocentro Shopping.
Who will operate the Victoria’s Secret store in Argentina?
Grupo David will run the store as a franchise. It is the same operator behind other international brands in the country.
Will the Cordoba store have a PINK section?
Yes. It will be the first Victoria’s Secret store in Argentina with a dedicated PINK section, which is the brand’s younger line.
Is Zara also opening in Cordoba in 2026?
No. Inditex, Zara’s parent company, has announced no opening in Cordoba for 2026. It only operates in Buenos Aires and Tortuguitas.
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Sources: cordoba.mitelefe.com; radiomitre.cienradios.com; zara.com; timeout.com; nuevacaba.com
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