Victoria’s Secret is making a much-anticipated return to London’s Westfield Stratford City this autumn, three years after closing its previous location at the same site. The lingerie giant first opened in Westfield Stratford back in 2012 but was forced to shutter the store in 2020 amidst a broader effort to cut costs as the company’s UK arm faced financial difficulties.
In June 2020, Victoria’s Secret’s UK division entered administration, leading to the closure of several stores across the country. However, in September of that same year, a lifeline was provided when Next, a prominent British retailer, entered into a joint venture with Victoria’s Secret’s US parent company, L Brands. This partnership preserved over 500 jobs and enabled the brand to retain a presence in the UK and Ireland. Next now operates all Victoria’s Secret stores in these regions, ensuring the continuation of the brand’s iconic retail experience.
Daniel Cook, Victoria’s Secret’s Head of Retail for the UK and Ireland, shared the exciting news on LinkedIn, stating, “An icon returns. Get ready Stratford, we are back.” This announcement marks a significant moment for the brand as it re-establishes its presence in one of London’s premier shopping destinations.
The reopening of the Westfield Stratford store is part of Victoria’s Secret’s broader strategy to revitalize its UK operations. Earlier this year, the company closed its flagship store in Birmingham’s Bullring shopping centre after nearly a decade of trading. Despite this closure, the brand has continued to innovate and expand its presence in key locations. Last month, Victoria’s Secret revealed plans to open a new store concept in Glasgow Fort this autumn. The Glasgow location promises to offer customers a “refined shopping experience” focused on the brand’s signature lingerie, sleepwear, and beauty products.
The return to Westfield Stratford City is expected to draw significant interest from shoppers, who have eagerly awaited the brand’s comeback. With its prime location and the backing of Next’s robust retail expertise, the new store is poised to become a major destination for fashion-forward consumers seeking the latest in lingerie, sleepwear, and beauty.
As Victoria’s Secret reopens in Stratford, it signals the brand’s resilience and adaptability in a challenging retail environment. The new store will not only cater to loyal customers but also attract a new generation of shoppers, ensuring that Victoria’s Secret remains a key player in the UK’s competitive lingerie market.