Victoria's Secret Kicks Wales to the Curb - Shoppers Devastated as Last Store Vanishes

By HOAR Team 14 April, 2025 6 mins read 81 Views

God. I'm still reeling from this one. Just last Tuesday I was in Cardiff, thinking about popping into Victoria's Secret to grab a gift for my sister's birthday next month (she's turning 37 and I'm the worst at remembering until the last minute). Imagine my shock when I turned the corner and saw those shutters down. Permanently.

Hear the Summary

The Lingerie Giant's Quiet Exit

Victoria's Secret has officially ghosted Wales. Their only store in the entire country - located in Cardiff's St David's shopping centre - has suddenly closed after nine years of operation. No warning, no "everything must go" sales, just... gone. Like that ex who blocks you on all social media without explanation.

The Cardiff location opened back in 2016 after months of build-up and excitement. I remember my friend Carrie texting me that day: "OMG finally don't have to order online and pray things fit!"

Husbands Are Mourning Too

One devastated shopper, 42-year-old Julie Cohen, told reporters: "It is a real shame. It was always a lovely place to go - and my husband loved coming on the shopping trip with me too." I bet he did, Julie. I bet he did.

The reactions online have been equally emotional. "Omg nooo!!!" wrote one user, with their friend responding "I'm gutted." Another lamented, "It's so sad seeing all teh shops closing," while someone else tried to find the silver lining: "It's sad to see another shop go in Cardiff, but they do have an online shop."

What the hell is happening to our high streets?

This closure isn't happening in isolation. Victoria's Secret has been on a store-closing spree, shutting more than 300 locations between 2020 and 2023 in the US alone. Their Birmingham Bullring flagship also closed in March 2024 after nine years - seems like nine is their magic "we're outta here" number.

According to their latest quarterly report, they're planning to open 15-17 new stores in North America while closing around 30-40 stores in 2025. But these new stores will mostly feature their "Store of the Future" design in off-mall locations.

Translation: traditional shopping centers are dying a slow, painful death.

Remember That Vogue Interview? Yikes.

Victoria's Secret hasn't exactly had a smooth ride in recent years. Back in 2018, I read that infamous Vogue interview with Ed Razek (former chief marketing officer for L Brands) where he basically said nobody wanted to see plus-sized models in their fashion shows. His exact words about their attempt at a TV special with plus-sized models: "No one had any interest, and they still don't."

I remember spitting out my coffee reading that. Not a great look, my dude.

The Retail Apocalypse Continues...

Business experts point to several factors behind these closures. Online shopping has obviously eaten into physical store profits. I spent $430 online last month without even leaving my couch... and I'm part of the problem.

Rising costs are another killer. The Treasury's upcoming hike to employer NICs will cost the retail sector £2.3billion. Meanwhile, minimum wage is jumping to £12.21 an hour from April (and £10 for 18-20 year olds - a £1.40 increase).

When I worked retail back in 2009, I made £5.80 an hour and thought I was rolling in it. Times have changed.

The Domino Effect

Here's the brutal reality. When one big store closes, foot traffic drops across the entire high street, putting other shops at risk. It's like watching dominoes fall in slow motion.

Many retailers are abandoning traditional high streets for retail parks where parking is free and abundant. Next and Marks & Spencer have been doing exactly this - closing high street locations and opening larger stores in retail parks instead.

And let's pour one out for all the retailers we've lost entirely: Carpetright, Debenhams, Dorothy Perkins, Paperchase, Ted Baker, The Body Shop, Topshop, Wilko... the list keeps growing.

Remember wandering through Debenhams on a Saturday afternoon? Those days are gone.

Victoria's Secret hasn't commented on the Cardiff closure. Typical. They just slipped away in the night like a one-night stand who doesn't leave their number.

The angels have officially left Wales.

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