Victoria's Secret selects Nottingham's Victoria Centre for first standalone store.

Victoria's Secret is set to open its first standalone store in Nottingham this spring, choosing Victoria Centre as its location. The new 6,000 sq ft store will be situated on the Lower Level of the major East Midlands retail destination. The brand, operated in the UK by Next in a joint venture with its parent company, will join a strong mix of international brands including Levi’s, Urban Outfitters, and Rituals.

The selection of Victoria Centre reflects a strategic move driven by strong customer demand. The mall operator stated that the new store is a direct response to rising customer demand for a Victoria’s Secret presence within the centre. This decision aligns with the centre’s core demographics, which include a 63% female visitor base and a large student population of 65,000 in the city. The mall also notes a growing number of affluent guests, reinforcing the appeal of premium brands like Victoria's Secret.

Victoria Centre, which recently underwent a brand refresh as part of SGS UK Retail’s portfolio strategy, aims to strengthen its position as Nottingham’s leading retail destination. The addition of Victoria’s Secret aligns with its focus on adding high-performing brands that resonate with its core demographic. The centre already boasts a strong mix of international retailers, alongside flagship anchor stores like John Lewis and Boots.

Rebecca Milnes-James, representing the mall's asset manager Pradera Lateral, commented on the significance of the news. She stated that Victoria’s Secret choosing Victoria Centre for its first standalone Nottingham store is a "powerful endorsement of the momentum we’re building." This move, she added, reflects a focused strategy to elevate the centre's premium mix and ensure high-performing, in-demand brands are offered to its "loyal and diverse guests."