Victoria’s Secret will be opening its first standalone store in Nottingham in the spring with the brand (which is operated in the UK by Next in a JV with its parent company) opening in Victoria Centre, the key East Midlands retail destination.
Victoria’s Secret
The new 6,000 sq ft store will be located on the Lower Level, joining an already-strong mix of international brands including Levi’s, Urban Outfitters and Rituals. The mall operator said the news “is a direct response to rising customer demand for a Victoria’s Secret store within the centre”.
The opening certainly makes sense with 63% of the mall’s visitor base being female and the very large student population in the city (there are 65,000 students there).
The operator also said the mall is seeing a “growing number of affluent guests” and it’s focused on adding “high-performing brands that resonate with its core demographic and reinforce its position as the city’s number one retail destination”.
Victoria Centre, which also has a flagship John Lewis and Boots, has seen a brand refresh this year as part of SGS UK Retail’s strategy to upgrade its whole portfolio.
Rebecca Milnes-James of the mall’s asset manager Pradera Lateral said of the latest store opening news: “Victoria’s Secret choosing Victoria Centre for its first standalone Nottingham store is a powerful endorsement of the momentum we’re building. Our strategy is focused on elevating the centre’s premium mix and ensuring we put high-performing, in-demand brands in front of our loyal and diverse guests.”
