Victoria's Secret, Dallas Cowboys, Retail Localization

Victoria’s Secret opens new store at unlikely venue

Tonight’s Monday night football game at the Dallas Cowboys’ $1.2 billion stadium will offer attendees a chance to drink some beer, eat a few hotdogs and pick up bra or two.

Victoria's Secret, Dallas Cowboys, Retail Localization

According to an article in the Detroit Free Press, a Victoria’s Secret PINK store will open at the stadium just in time for tonight’s game. The grand opening marks the first underwear store to set up shop at a professional sports stadium or venue, according to the article.

“We think it’s cute as a bug and very in place to show it and sell it out there,” Dallas Cowboys owner Jerry Jones said Friday on KRLD-FM.

The Cowboys will have a ceremonial ribbon-cutting event taking place hours before kickoff, complete with Victoria’s Secret models. The store is located on the main concourse club area above Entry A.

[via Retail Customer Experience]

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