Victoria Secret Black Lace

The physical store locations were an important part of establishing the brand and remained concentrated in the United States from 1977 until the early 2000s.

Victoria's Secret stores took over the lingerie market during the 1980s by using a fabricated sense of Britain, featuring this romantic styling and soft classical music.[45][93] In the early years, Wexner himself was involved in carefully orchestrating store interior design through the use of English floral wallpaper circa 1890, gilded fixtures, classical music, soft lighting, the scent of old-fashioned sachet, and elegant perfume bottles that "look like your grandmother's crystal".[94]

August 2011 map of store locations in the United States
During the 1990s, in-store sales at Victoria's Secret increased by 30% after the company tracked and applied data analysis of where specific styles, sizes, and colors were selling.[95] The decade also brought an expansion of store size to triple from 1,400 square feet (130 m2) to an average 4,500 square feet (420 m2).[96] The trend continued into 2002 when the average Victoria's Secret store was 6,000 square feet (560 m2).[97][98]

In 2000, the Los Angeles Times reported that the company continued the practice of putting on "a British air—or what the Ohio-based chain thinks Americans believe is British. Boudoirish. Tony. Upscale."[99]

By 2010, there were 1,000 Victoria's Secret lingerie stores and 100 independent Victoria's Secret Beauty Stores in the United States, mostly in shopping centers, then offering bras, panties, hosiery, cosmetics, and sleepwear.[1