Victoria’s Secret, the popular American lingerie, clothing, and beauty retailer, has announced the closure of its flagship store in Cardiff, Wales. The store, located in St David’s Centre, will shut its doors on April 12th, marking the end of its presence in Wales. The closure in Cardiff is part of a wider trend, with an estimated 20-35 store closures anticipated across the US this year according to the company’s recent fourth-quarter earnings report. The Cardiff store, which opened in 2016 amidst much anticipation, took over the former H&M space in the shopping center.
Despite the closure in Cardiff, there has been no confirmation of further store closures in the UK at this time. However, Victoria’s Secret has previously closed over 300 stores in the US between 2020 and 2023. The company’s future plans include opening 15 to 17 new stores in North America, with most of them adopting a ‘Store of the Future’ design in off-mall locations. It is estimated that around 30 to 40 store closures may occur in 2025. Although WalesOnline has reached out to Victoria’s Secret for additional information, the company is yet to respond.
In March 2024, Victoria’s Secret closed its flagship store in Birmingham’s Bullring after a nine-year tenure. Over the years, the company has faced challenges and controversies, including a well-known Vogue interview with Ed Razek, the former chief marketing officer for L Brands. In the interview, Razek mentioned the company’s previous attempts to feature plus-sized models in a television special, stating a lack of interest at the time.
The closure of Victoria’s Secret in Cardiff marks the end of an era for the brand in Wales. Despite the closure, customers can take advantage of the ongoing sale at the store before its final day of trading. The Cardiff store had been a prominent part of the St David’s Centre, occupying a sizable unit in the shopping destination.
As Victoria’s Secret bids farewell to its Welsh customers, the retail landscape continues to evolve, reflecting broader shifts in consumer preferences and shopping habits. The closure of iconic stores like Victoria’s Secret underscores the challenges faced by traditional brick-and-mortar retailers in an increasingly digital age.
The closure of Victoria’s Secret’s only store in Wales serves as a reminder of the competitive nature of the retail industry and the need for brands to adapt to changing market dynamics. As one chapter closes for Victoria’s Secret in Cardiff, it remains to be seen how the brand will navigate its future retail strategy amidst shifting consumer demands and evolving market trends. Customers in Wales and beyond will undoubtedly remember the brand’s presence in Cardiff and the shopping experiences it offered over the years.