Victoria’s Secret Pink Unveils Bold New Store Concept in NYC’s Tween Row

New York City’s Soho neighborhood, famously dubbed “tween row” by New York Magazine, is home to a block that captures the essence of the idealized mall experience. On a recent spring afternoon, tween girls dressed in cable knit cardigans, pink camisoles, hoodies, and low-rise jeans browsed shops like Brandy Melville, Edikted, and Princess Polly.

Starting May 14, Victoria’s Secret’s Pink brand joins the lineup, introducing a new retail experience designed by creative director Adam Selman. The store marks a strategic shift for Pink, aiming to establish a bold, independent identity for Gen Z and Gen Alpha consumers. If successful, it could redefine the brand’s future.

Pink’s Playful New Identity: Moving Beyond ‘Little Sister’ Status

For years, Pink has been perceived as Victoria’s Secret’s younger sibling, a perception reinforced by what company representatives call “smerging”—the blending of Pink’s brand codes with Victoria’s Secret’s, including light pinks and a muted sense of play.

“I’m trying to push away from that, to have it its own brand,” says Selman. “This concept is meant to be a Barbie dream house antidote to that younger sibling status, if Barbie were a teenager or twenty-something.”

Designing a Cottage Vibe: Cozy, Glossy, and Irreverent

Selman’s first major differentiation for the Pink store is its retail space, which emphasizes look, feel, and spatial scale. “If VS is the mansion, then Pink is the cottage,” he explains. The store’s entrance features a glossy hot pink house structure, reducing the scale and creating an inviting doorway.

“Pink is loose, and it’s for fun, and it’s meant to be a little irreverent, and not too fancy, right? It’s carefree, and it’s more about girlhood,” Selman adds. The design reflects a casual coziness reminiscent of a college house or summer home, contrasting sharply with the more polished aesthetic of Victoria’s Secret.

The store’s details reinforce this theme. Drawer fixtures resemble trunk handles, walls feature built-in cabinets adorned with ivy and small dog plushies from past Victoria’s Secret fashion shows, and pennant flags in pink hang from the ceiling near the register. Selman describes the space as intentionally lived-in, with personal touches like framed photos and wall sayings.

“If you think about a cottage, there’s usually a lot of pictures around, there’s a lot of things, and there’s sayings on the walls, and things are sort of comfy and cozy and lived in,” Selman says. “So, and that really does sort of encapsulate the Pink brand.”