Birmingham's Bullring shopping centre is undergoing a significant retail transformation, with a popular jewellery brand confirmed to take over a prominent vacant unit.
Lovisa Steps into Former Claire's Spot
Hoarding has now been erected at the old Claire's Accessories site, revealing that the fashion jewellery retailer Lovisa will be moving in. The brand, known for its affordable and fast-changing range which adds around 150 new styles weekly, is set to establish a new branch in the unit.
This follows the relocation of Claire's Accessories, which moved just a few doors down within the same centre earlier in 2025. Interestingly, Lovisa already operates another store on the Bullring's lower level, indicating a strategic expansion of its presence.
A Year of Major Moves and Expansions
The shift is part of a broader pattern of retail musical chairs within the Bullring over the past year. Several brands have capitalised on the opportunity to secure larger, more prominent spaces.
In June, Foot Locker closed its existing shop to reopen in a bigger branch elsewhere in the centre. Similarly, in February 2025, fashion brand AllSaints moved a few doors down into a larger unit in the Upper East Mall.
What's New for Bullring Shoppers in 2026
The changes extend far beyond Lovisa, with a slate of new arrivals and returns scheduled for 2026. The highly-anticipated comeback of Hollister is on the cards, with the brand set to occupy the lower ground floor space left by the old Foot Locker.
On the upper level of the west side, the beauty giant Sephora has already moved in, taking the space that was once home to Victoria's Secret. Victoria's Secret itself is making a return, nearly two years after leaving, and will occupy a large unit outside the main centre.
Dining options are also evolving. The upper level will welcome SushiDog, a new sushi restaurant opening opposite Sephora. This establishment replaces Muffin Break, which closed its doors for good last month.
This continual refresh of the retail and dining lineup underscores the Bullring's strategy to remain a leading destination, responding to consumer trends and offering shoppers a constantly updated experience.
