Flagship Birmingham Bullring store 'set to close' in surprise move for shoppers

A popular flagship store at the Bullring shopping centre in Birmingham is set to close its doors after almost a decade of operation, according to a notice displayed on its windows.

The note - stating "This store is closing soon' - has come as a surprise to many, as the store has been a mainstay in the shopping centre since it opened nine years ago in the Upper Mall West.

Lingerie giant Victoria’s Secret, renowned for its popularity with celebrities, opened amid a fanfare in Birmingham in December 2014 attracting huge queues of excited fans. No closing date has been announced, but it could leave a huge unoccupied space in the shopping centre which has recenty welcomed a host of new brands.

In the notice, customers have been informed that they can continue to shop the Victoria's Secret brand in the Milton Keynes store, which is approximately 71 miles away.

Local Bullring shopper, Reiss Omari shared images, over the weekend, of the store’s closing notice on social media, noting the considerable distance to the Milton Keynes store.

The retailer, known for selling lingerie, clothing and beauty products, went into administration in 2020 after struggling during the coronavirus pandemic. But by September that same year, high street fashion chain Next had agreed to buy the struggling brand. However, some of Victoria Secret's branches have since closed, including in Bristol, Leeds and Southampton.

The Victoria's Secret closure notice follows recent departures from the Bullring, including Lacoste’s store closure earlier this month and Ted Baker’s entry into administration, which has jeopardised hundreds of jobs across the UK.

Despite these closures, the Bullring has also seen major openings, including popular brands like Pull & Bear and Bershka, M&S, Nike Rise Concept store along with the expansion of Footasylum and Goldsmiths.

Looking ahead, Toca Social, an interactive entertainment venue, is set to open at the Bullring soon, adding a new dimension to the shopping centre’s offerings alongside Lane7 and Treetop Golf.

We reached out to the Bullring’s owners, Hammerson, and Victoria’s Secret for comments on the closure and future plans for the soon-to-be-vacant unit but no response has been given.

Get the latest headlines, straight to your inbox, with BirminghamWorld’s free emails