06 February 2024 , 11:28
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Victoria's Secret has closed its flagship London store - but shoppers shouldn't be too disappointed.
The global lingerie giant pulled the shutters down on its new Bond Street branch for the final time on February 4 last weekend. A spokesperson confirmed the closure but shared that the chain would be opening a brand new store on London's iconic shopper strip Oxford Street. It has been reported that Victoria's Secret will be opening its new store on the former H&M site next to the Superdry flagship.
The new store is expected to open towards the end of March but a date has yet to be confirmed by the retailer - the Mirror has approached Victoria's Secret and will update this article when we know more. The New Bond Street store opened more than ten years ago in 2012 as part of its first UK stores alongside Westfield Stratford. The global retailer is most known for selling lingerie, clothing and other beauty products and has over 50 stores in the UK with the majority being pop-ups within fellow retailer Next sites. The chain fell into administration in 2020 but was saved by Next.
Victoria's Secret opened its first standalone store since joining forces with Next in November 2023. The new site in Bristol's Cribbs Causeway shopping centre was the brand's first store to model a new concept design which featured enhanced digital touchpoints as well as its lighter and softer colour scheme reported fashion business magazine Drapers at the time.
Even with its positive turnaround, the retailer has still closed locations across the UK including in Bristol, Leeds and Southampton.
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Last year, Victoria’s Secret CEO Amy Hauk resigned from her role after just eight months in the position. The executive joined L Brands in 2008 and became CEO of the company’s Pink apparel brand in 2018, before taking on the role of Victoria’s Secret CEO in July 2022. Since 2018, the retailer has been working on making a more "inclusive" brand and ditched its glamourous catwalk shows and Victoria's secret "Angels". However last year the retailer announced that it planned to "re-embrace" its sex appeal as part of a reboot of the business. This reboot included reviving its swimwear and activewear ranges, further expanding its offerings to include products such as sweaters, slip dresses, and corsets, and giving its stores a "facelift".