SSSH, here’s a secret: Victoria’s Secret has an outlet in Singapore – and it’s the first outside the US and Canada.

You’d expect that its debut would be accompanied by fanfare and hype.

After all, the American luxury lingerie retailer is synonymous with celebrity models, flamboyant fashion shows and elaborate TV productions in the US.

Yet the launch of Victoria’s Secret boutique at Resorts World Sentosa has been low-key.

There has been no major marketing campaign or advertising push accompanying the launch of the boutique today.

In stark contrast, brands like New Look and UniQlo debuted in Singapore last year to integrated marketing campaigns.

UniQlo’s launch was part of a major integrated marketing push that included an interactive website and intensive outdoor advertising.

Indeed, awareness of Victoria’s presence was so low that even fans of the lingerie label were caught unawares.

Miss Janice Chen, a 20-year-old executive assistant, said: “I’m a big fan of Victoria’s Secret, but I didn’t even realise that they were opening a store in Singapore until I read my friend’s Facebook status update yesterday.

“It’s strange, as I would definitely support it and tell all my friends about it if I knew.”

Timed to coincide with the opening of four of the hotels at Resorts World Sentosa (RWS) today, the store is at a retail strip called the Galleria.

Before its debut here, fans of Victoria’s Secret had to buy its lingerie items online.

When The New Paper visited the boutique yesterday, curious passers-by had already begun sneaking peeks.

Miss Rain Lee, 25, a civil servant said: “I heard about the new Victoria’s Secret store and decided to come here with my boyfriend to check it out.

“I’ve bought a few of their products before, but this is the first time I can buy its lingerie in Singapore so I’m really excited.”

Tight-lipped

Another Victoria’s Secret fan was Miss Dionne Shen, a 27-year-old assistant architect with one of the firms involved with RWS.

She said that even though she knew about the brand’s impending debut in Singapore since last year, she had to keep the news a secret.

She added: “I was very excited when I heard about it and I wanted to tell all my friends. But I couldn’t because of my job.”

The hush-hush condition extended to both RWS and the company bringing in the brand, Malaysian- based retailer Valiram Group.

When asked about the role Victoria’s Secret would play in RWS’ marketing campaign, RWS was tight-lipped, offering only that it was “delighted to be home to Victoria’s Secret’s debut outside of the US”.

Similarly, Valiram declined to provide further details.

The New Paper understands that there are no plans for any publicity events or launches. Not even the big attraction that has become synonymous with Victoria’s Secret – its models.

“It should bring the Victoria’s Secret Angels (a group of supermodel spokesmen for the brand),” declared Miss Chen excitedly.

“That would be awesome. If it could do a fashion show in Singapore, that would be really cool too.”

This article was first published in The New Paper.