The Bullring shopping centre in Birmingham unveiled a sparkling new Victoria’s Secret store today, Friday, March 6, as the hoardings surrounding the unit were taken down to reveal the retailer’s grand reopening.
Victoria’s Secret first announced its return to Birmingham in September, replacing the former Next unit outside the shopping centre. Since then, decorated hoardings have teased its arrival, building anticipation among shoppers. The new store extends into the Bullring itself, as indicated by a sign above a currently closed gift shop.
The lingerie retailer had been a staple in the Bullring for nine years before shutting its doors in March 2024. Following its closure, the vacated space was converted into a large Sephora store, which delighted beauty enthusiasts. However, loyal customers have long missed Victoria’s Secret and called for its return.
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Fans eagerly welcomed the brand’s comeback announcement, with many expressing their excitement online. The reopening today will feature a ribbon-cutting ceremony, live DJs, and complimentary goodie bags for early visitors, with additional surprises promised throughout the day.
Nearby, across from Victoria’s Secret, the unit formerly occupied by Arket — which closed last April — is now sporting fresh hoardings announcing the arrival of Lululemon. The fitness apparel brand is preparing for its Birmingham debut, set for spring 2026, inviting shoppers to get ready for a new home dedicated to performance wear.
As the city celebrates Victoria’s Secret’s return, visitors can look forward to an exciting shopping experience and a fresh chapter for Birmingham’s Bullring.