Rumor busting: Modesty restrictions on Victoria’s Secret?

ST. GEORGE – Within hours of the announcement that Victoria’s Secret will be opening a store at the Red Cliffs Mall this summer, the community was abuzz with debate.

Passionate supporters and detractors of the chain took to social media to voice their opinions. Throughout the conversation, a dominating topic was the rumors that the store might have modesty restrictions on its product line and in-store advertisement displays.

“I heard it’s just going to be the pajamas and stuff, no lingerie,” Adrienne Gates posted on St. George News’s Facebook page Jan. 28.

“How much do you want to bet it will be a tiny, watered-down version of a real Victoria’s Secret’s store?” Heather Excell Brown said in a Jan. 29 post.

However, the rumors appear to be just that.

• Landlord / Mall Restrictions

“We’re not aware of any restrictions on either products carried in the store or advertising,” Red Cliffs Mall General Manager Heather Cox said. “We would be the ones to impose the restrictions and we have not.”

• City Restrictions

“Victoria’s Secret is a national retail chain business with several stores located throughout the state of Utah. We are unaware of any (issues) with existing Victoria’s Secret retail locations in Utah and expect the proposed St. George retail store will comply with state law just like the others,” Assistant to the City Manager Marc Mortensen said.

• Victoria Secret’s Corporate Restrictions

Although we have been unsuccessful in obtaining a definitive statement from Victoria’s Secret Corporate, of  locations presently open in Utah, two in Provo one in Salt Lake City, and five others in northern Utah, all carry the full line of products.

Victoria’s Secret is the nation’s largest lingerie retailer, with $6.12 billion in sales in 2012, but also carries beauty products, sleepwear, swimwear, sportswear, shoes and everyday clothing. The 7,200-square-foot St. George location is expected to carry the products available in every standard store, including its three other Utah locations.

Related posts

Ed. Note: Correction – eight stores are currently listed in Utah by the ForLocations website.

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Twitter: @STGnews

Copyright St. George News, LLC, 2013, all rights reserved.


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  • Harvelyn Christensen February 15, 2013 at 2:30 pm

    There used to be a lingerie store in SLC-there were 4 or 5 of them. Can’t recall the name right now but if you wanted something a little risqué-you would have to ask for the naughty drawer which was behind the counter. This was back in the 70s.

  • skiplunch February 15, 2013 at 9:48 pm

    Harvelyn you’re thinking of the Blue Boutique. And yes it was VERY risque. I think all this nonsense about a “modesty restriction” is just that. Nonsense. Only in So. Utah would you people come up with something that stupid.

  • Valerie Escatel February 16, 2013 at 1:35 pm

    I am so excited for this store to come into to town !!!!

  • Erica March 3, 2013 at 8:15 pm

    You know I buy all of my pjs (not lingerie) from vs. Their clothes are super comfy to sleep in!!! Also get a lot of my tank tops and dressy shirts from them. Yoga pants, lounge wear, etc. not everything at vs is about being sexy. It’s also about quality and comfort both of which are found in 80% of their items! I am super excited this store is arriving soon!!!

  • Harvelyn Christensen April 29, 2013 at 11:16 pm

    NO it definitely was not the Blue Boutique. There was a store in Ogden, Provo, and 2 or 3 in SLC. The stores were not risqué at all and had lingerie for the LDS so there spiplunch

  • Firefighterswife May 24, 2013 at 7:00 pm

    Skiplunch…only in So. Utah (rather Utah in general) would those restrictions really happen!

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