Founded in 1977 and now headquartered in Reynoldsburg, Ohio, Victoria's Secret currently operates globally as an American specialty retail store, offering a wide variety of apparel, lingerie and products for personal care for women. Victoria's Secret currently serves its customers through its many U.S. and international retail stores, as well as online. Victoria's Secret was originally founded to attract men who purchased women's intimate products for their significant other, however the target audience has shifted towards women. After five years of retail success, founder Roy Raymond sold his profitable company to Leslie Wexner and Limited Brands for 4 million. The Victoria's Secret PINK collection was introduced as a sub-brand of Victoria's Secret in 2004, offering less racy products such as sweatshirts, hoodies, workout wear and school backpacks. PINK was developed to target young, college-aged women between the ages of 15 and 22, with the intention of directing these shoppers towards purchasing the Very sexy, Angels and Body by Victoria product lines. Today, Victoria's Secret PINK is recognized as one of the best lifestyle brands for young women. The brand's aesthetics and features are what drive PINK shoppers to become loyal Victoria's Secret shoppers. Since 2004, Victoria's Secret PINK has been a major sales driver, comprising a large portion of Victoria's Secret's current sales. However, because Victoria's Secret is only available online to many international customers, analysts predict a possible decline in sales if the retail experience continues to be maintained in the United States. The global underwear industry is estimated to be worth over $30 million. As shown in Exhibit 1 in the Appendix, The European market for women lingers...... center of the card ...... useful for the store launch, as it should attract shoppers from the busy shopping center to the inside to shop for the Valentine's Day holiday and check out the Victoria's Secret shopping experience. Additionally, large billboards depicting the Victoria's Secret Angel in PINK clothing are expected to be strategically placed throughout Spain attracting them to the area once the development is completed. Conclusion The expansion of this American specialty store has been long awaited and would be necessary to maintain sales numbers for Victoria's Secret. This PINK store in Spain is a good location and a good decision to continue the expansion of Victoria's Secret in Europe. The European lingerie and underwear industry has not experienced much foreign competition, however, Victoria's Secret's success in Spain would be profitable enough to support its expensive entry.