Victoria's Secret Unveils New Flagship Store at Bullring
The highly anticipated opening of the new Victoria's Secret flagship store in Birmingham's Bullring shopping centre drew crowds of fashion enthusiasts on March 6, 2026. The store, which has relocated to a prime ground-floor location near the iconic bull statue and high street, replaces the previous nine-year-old upper-level outlet that closed in March 2024.
To mark the grand opening, shoppers were treated to an array of special events, including live DJ performances, personalised bottle engraving services, and complimentary goody bags. The new storefront has revitalised the entrance area of Bullring, offering a fresh and modern aesthetic.
Exclusive Launch Week Activities
Store management has confirmed a series of exclusive events throughout the opening week to continue the celebrations. On March 7 and 8, a VIP Bra Fitting Experience will be available, providing priority fitting room access, personalised fittings with expert specialists, and exclusive Victoria's Secret goody bags. Appointments for this experience are limited and require advance booking.
From March 9 to 15, a Mother's Day Prize Draw will take place, offering participants the chance to win one of two £200 Victoria's Secret gift cards. To enter, customers must book and attend a Mother and Daughter Bra Fit session in-store during this period and sign up for email communications.
A spokesperson for Victoria's Secret stated, "Celebrate the comeback with a VIP bra fitting experience in-store. Enjoy priority fitting room access, a personalised bra fit with expert specialists, and an exclusive VS goody bag. Appointments are limited. Book now to be part of the Birmingham comeback."
The spokesperson added, "Simply book via Appointedd, attend your fitting together, and sign up to emails in-store. Treat your mum in a million and you might just win."
This new store represents a significant investment in Birmingham's retail landscape, enhancing the shopping experience for residents and visitors alike with its upgraded location and ongoing promotional activities.
