Victoria's Secret Fumbles Birmingham Reopening

Victoria's Secret's recent reopening in Birmingham was met with public embarrassment due to a poorly executed ribbon-cutting ceremony and a dance troupe performance. The store had previously closed in March 2024 after nine years, amid the retailer's wider financial difficulties. This latest misstep adds to a string of challenges the brand has faced, including struggling sales and a failed attempt at a 'woke' rebrand.

The brand, famous for its 'Angels' and glamorous catwalks, has seen its fortunes decline. A pivot towards inclusivity, replacing supermodels with diverse ambassadors, did not boost sales as anticipated. Now, the company is reportedly looking to re-emphasize its 'sexiness,' with executives stating that inclusivity and sexiness can coexist. This strategic shift comes as the brand's parent company reported $6.553 billion in sales for fiscal year 2025.

Founded in 1977, Victoria's Secret rose to prominence with its provocative marketing and iconic fashion shows. However, the late 2010s saw a backlash against its image, leading to the retirement of its fashion shows and controversies regarding model diversity. Despite these shifts and efforts to evolve, the brand continues to navigate a challenging market, with its UK managing director actively pursuing new openings.

Victoria's Secret was founded by Roy Raymond in 1977, later sold to Les Wexner for $1 million in 1982. The name 'Victoria' was chosen for its refined sound, inspired by Queen Victoria, with 'Secret' referring to hidden attire. The brand's significant rise began with its first overtly sexy fashion show in 1995, which garnered massive global viewership. However, the brand's traditional image began to appear outdated in the #MeToo era, leading to its eventual decline and the retirement of its famed shows.