Victoria's Secret Confirms Bullring Return with Grand March Opening
The Bullring shopping centre in Birmingham has officially announced the reopening date for Victoria's Secret, marking a significant retail comeback exactly two years after the lingerie brand closed its previous location within the complex. The new store will launch on Friday, March 6, occupying the spacious former Next unit situated outside the main centre, promising an enhanced shopping experience for customers.
From Closure to Comeback: A Two-Year Journey
Victoria's Secret had operated on the upper level of the Bullring for nine years before shutting down in March 2024, leaving many shoppers disappointed. Now, the brand is making a highly anticipated return, with the Bullring sharing social media posts asking "Are you ready for the VS comeback?" and encouraging followers to "save the date." This move follows the closure of the indoor unit and represents a strategic shift to a larger, more visible location.
Launch Day Celebrations with Exclusive Perks
Shoppers are invited to RSVP for the launch day celebrations through an Eventbrite link posted on the official Victoria's Secret GB Facebook page, where the brand excitedly declared, "WE'RE BACK!" The event offers free bookable tickets and includes a variety of surprises and complimentary activities designed to create a memorable experience.
Highlights of the launch event include:- Live DJ sets and surprise performances to entertain attendees throughout the day.
- PJ personalisation for customers purchasing pyjamas, adding a unique touch to their buys.
- Bottle engraving for those buying signature scents, offering a personalised keepsake.
- A photo booth for capturing moments, along with "a few bonus treats to enjoy while you shop."
- Complimentary bra fittings, maintaining the brand's commitment to customer service.
Additionally, the first 100 customers who spend £25 or more will receive an exclusive gift, described as a way "to make the celebration extra iconic." This incentive aims to reward early visitors and boost initial sales momentum.
Shopper Excitement and Community Response
The announcement has generated considerable buzz online, with shoppers expressing both joy and lingering dismay over the original closure. On Instagram, user Amy commented, "Actually can't wait for this to open. I can't believe it left to begin with," reflecting a common sentiment among fans. Another shopper, That Girl-est, even booked a day off work for the event, highlighting the high level of anticipation.
Victoria's Secret emphasized the significance of this return in their Eventbrite listing, stating, "It feels so good to be back at the Bullring – and we’re counting down the days 'til we can show off our brand-new store." They invited customers to "discover your new favourite place to shop" and experience "some of our most-loved and iconic styles" alongside the day's surprises.
This reopening not only revitalises a key retail presence in Birmingham but also aligns with broader trends in the property market and consumer engagement, as brands seek to create immersive in-store experiences. The Bullring's support through social media promotion further underscores the collaborative effort to make this launch a success, potentially drawing increased foot traffic to the centre.
