Victoria's Secret Returns to Bullring as Hoarding Comes Down for Grand Opening
The Bullring shopping centre in Birmingham has revealed its latest addition with the removal of hoarding, showcasing a glittering new Victoria's Secret store ahead of its grand opening today, Friday, March 6. This marks the return of an old favourite to the city's retail landscape.
A Comeback Celebrated by Shoppers
Victoria's Secret announced its return to Birmingham in September, following its closure in March 2024 after nine years in the Bullring. Since then, the former Next unit outside the shopping centre has been covered with decorated boards hinting at the store's imminent arrival. Shoppers who had missed the lingerie retailer expressed delight, with fans declaring "our prayers have been answered" upon hearing the news.
The store's launch today includes a ribbon-cutting ceremony, DJs, and goodie bags for the first customers through the doors, with "extra treats" promised to enhance the festive atmosphere. A sign inside the Bullring, above a currently-closed gift shop, indicates that the store extends into the shopping centre as well, highlighting its significant presence.
Transformation of Retail Spaces
After Victoria's Secret closed in 2024, its previous unit was transformed into a large Sephora branch, much to the joy of beauty enthusiasts. Now, the focus shifts back to lingerie with this grand reopening. In a timely development, the empty unit opposite the new Victoria's Secret—formerly occupied by Arket until its departure last April—has also seen new hoarding added, announcing the upcoming arrival of fitness brand Lululemon.
Lululemon's new hoarding teases its Birmingham debut with the message: "Birmingham, you ready? Your new home for performance apparel opens spring 2026." While an exact opening date has not been revealed, this addition signals ongoing retail evolution at the Bullring.
Community and Retail Impact
The return of Victoria's Secret is expected to draw crowds and boost foot traffic, contributing to the vibrant shopping experience in Birmingham. As the hoarding comes down, shoppers get their first look at the store's design and offerings, setting the stage for a week of planned treats and activities. Coverage of the opening will provide first looks inside, keeping the community engaged with the latest retail developments.
