Victoria’s Secret: International Fashion – Design: Chen Charsky

International fashion brands operate according to a global rulebook. The floors, walls, and lighting are all pre-defined by brand headquarters. The role of the local supplier is to meet these requirements exactly, on a rigorous engineering timeline, with zero compromises.

Project Background

Victoria’s Secret is an international chain with locations in dozens of countries. Every branch worldwide must feel familiar, maintaining a uniform visual language. The brand’s specific requirements for stores in Israel included wide-format light porcelain tiles in cream-white tones with subtle variations.

What Was Required

• Performance: Light-colored tiles capable of withstanding high traffic from hundreds of customers daily (including stiletto heels). This required a PEI 4 rating or higher, with specific hardness to resist black shoe marks.

• Aesthetics: Cream-white tones with minimal variations to ensure the store maintains a uniform appearance across all production batches.

• Logistics: The branch had a fixed opening date; any delay in tile delivery would have resulted in lost sales days.

The Resulting Atmosphere

A customer entering the store experiences a bright, clean, and luxurious space. The cream-white flooring with its subtle variations reflects the warm lighting of the spotlights in a way that flatters both skin tones and lingerie fabrics. The wide-format tiles make the store feel larger and more spacious.

Professionally speaking, the floor stands the test. Two years after opening, with standard maintenance, it remains unchanged. This is the true test of a chain project.

Relevant to Your Project

International chains require a supplier who understands global guidelines and knows how to translate them into Israeli standards without the brand losing its identity. We have been working with international chains and private brand branches for years.

Contact us at 02-673-0734 for an initial meeting.