The store replaces the old Superdry in the centre

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11:42, 27 MAR 2026

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Psst… the secret is out as the newest store in Nottingham’s Victoria Centre opened its doors to a huge crowd.

The glamorous world of Victoria’s Secret has landed at the shopping centre, featuring gorgeous lingerie and beauty products. A queue of 100 eager shoppers waited for the official opening while an acrobatic foot archer — very fitting in the land of Robin Hood — fired an arrow from a bow to burst a glitter-filled balloon.

Replacing Superdry, near the main entrance, the new store is the centre’s only standalone lingerie shop, following the closure of Boux Avenue in 2023.

Shoppers flooded the store, the 31st in the UK, perusing bras, knickers, sleepwear, fragrances and accessories — including the signature pink-and-white PJs.

Sophie Proud, 22, a student at Nottingham Trent University, is a big fan of the brand. “It’s really girly and beautiful at the same time. I’m a bit of a curvier girl as well, so they do proper curvy items that I love. I have my eye on a pink bodysuit; it’s beautiful.

“It’s better than having to go all the way to Meadowhall because it’s quite far from where we are — this is around the corner.

“I think the prices are completely affordable to expensive, but you pay for what you get. And it’s quite nice to have a little VS written on your bra.”

Her friend Eleanor Sanderson, 21, who is also a student, said: “We both just wanted to come, we’re really excited. I want to have a look around. It’s great having a big name like this opening.”

Collections include the Dream Angels range, T-shirt bras, bralettes, and knickers, from thongs to hip huggers.

Body wash and hydrating body lotion are on sale, along with fragrances such as the Oud Mist Collection, Love Spell and Pure Seduction.

“There are gorgeous spring colours in the Dream Angels range,” said Amy Green, Victoria’s Secret’s area manager. She added: “We’re very excited to open in Nottingham and see our customers’ reactions.”

Nicola Reeve, head of retail, said: “Nottingham is a really key city for us. It has a really high student population. Students love the Victoria’s Secret brand, but it’s a brand that we want more women of all ages, all demographics to feel that they can be part of.

“It’s a really big city in the Midlands, and it’s a shame we weren’t here before, so we’re really excited to increase our brand presence within the Midlands. We have a really wide range of prices. You can buy an item ranging from £12 to £14 all the way up to £65.”

The shop offers a free bra-fitting service, and sizes in store and online range from 30A to 42 DDD (the equivalent of F in the UK).

A number of freebies and activities will be on offer during the opening weekend, including live DJ sets, pyjama personalisation, bottle engraving on fragrances, a photo booth and complimentary matcha with purchases. Shoppers who spend £25 or more on Saturday, March 28, will receive a special treat.

The brand name was inspired by Queen Victoria and the taboo and hidden nature of underwear during the era. The company was created by an American businessman, Roy Raymond, and his wife, Gaye, in California in 1977.

Victoria’s Secret in Victoria Centre (Image: Joseph Raynor/ Reach PLC)1 of 8ShareComments

Victoria’s Secret in Victoria Centre

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Pink and white stripes (Image: Joseph Raynor/ Reach PLC)2 of 8ShareComments

Pink and white stripes

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Pretty spring colours (Image: Joseph Raynor/ Reach PLC)3 of 8ShareComments

Pretty spring colours

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Shoppers flood into the new shop (Image: Joseph Raynor/ Reach PLC)4 of 8ShareComments

Shoppers flood into the new shop

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The official ribbon-cutting (Image: Joseph Raynor/ Reach PLC)5 of 8ShareComments

The official ribbon-cutting

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Victoria’s Secret’s iconic pyjamas (Image: Joseph Raynor/ Reach PLC)6 of 8ShareComments

Victoria’s Secret’s iconic pyjamas

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A DJ in-store for the opening weekend (Image: Joseph Raynor/ Reach PLC)7 of 8ShareComments

A DJ in-store for the opening weekend

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An acrobatic foot archer was at the grand opening (Image: Joseph Raynor/ Reach PLC)8 of 8ShareComments

An acrobatic foot archer was at the grand opening

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