Victoria’s Secret Opens First Standalone Store in Guildford
Queues Form Early as Victoria’s Secret Opens in The Friary
If you walked through The Friary early on Tuesday 27 October, you would have seen a line forming outside the new Victoria’s Secret store well before the 10am opening. It is Surrey’s first standalone shop for the American lingerie brand, and it has landed on the first floor opposite Zara, a spot that puts it in the middle of one of Guildford’s busiest retail stretches. Regulars of the town centre will know the area as a steady draw for fashion and high street shopping, so the arrival of a brand with this profile is a noticeable shift.
The timing was no accident. The launch came just days after the Victoria’s Secret Fashion Show in Los Angeles, where a line-up of well-known models walked the runway on 18 October. Fans who followed the show were eager to see the collections in person rather than online, and many arrived with a clear idea of what they wanted to buy. Inside, the store stocks everything from underwear and nightwear to fragrance and handbags, so the offer goes well beyond a single product category.
For anyone thinking of visiting, the opening-day incentives are worth knowing about. Complimentary fragrance engraving was available, and the first 100 customers who spent £25 or more received exclusive goodie bags. Those promotions drew people in, but the store’s real pull is the range itself, including the popular Very Sexy Push Bras and the delicate Lacie Unlined Balcony Bra. Whether you go for a launch-week treat or a quiet weekday browse, Guildford now has a dedicated destination for the brand.
What the New Store Means for Local Businesses and Workers
A new anchor brand in The Friary affects more than just the shoppers who queue at the door. Neighbouring retailers, including Zara on the same level, can expect a change in footfall as visitors move between stores, and the broader mix of shops in the centre gets a fresh boost. For businesses that rely on passing trade, a well-known name can help lift the whole parade of units, provided the extra visitors stay around long enough to browse elsewhere.
The opening also created work. Retail launches like this typically need staff for the shop floor, stockroom, and customer service, and local recruitment for roles such as these often gives young people and part-time workers their first experience in a major brand. Those hired for the store will now be part of the town’s retail workforce, and their wages will circulate through local cafes, takeaways, and shops.
Behind the scenes, the fit-out required skilled trades. Guildford builders, shopfitters, electricians, and decorators are usually brought in to transform a unit into a branded space, from fixtures and lighting to flooring and fitting rooms. Local tradespeople who take on commercial work often find that projects like this lead to referrals and repeat jobs. For the wider building sector, it is a reminder that the demand for skilled trades remains strong in Surrey, even as residential work fluctuates.
What Residents Should Know and What to Watch Next
For residents, the practical takeaway is simple: the store is open, the range is broad, and the town centre has gained another reason to visit. If you plan to go, consider weekday mornings or late afternoons, when the crowds that gathered for the opening are likely to be thinner. Checking the brand’s website or social channels before you travel is also sensible, since promotions and stock levels can change quickly after a launch.
It is also worth keeping an eye on how the store settles in over the coming months. Watch whether the promised opening-day offers become a regular feature, and whether new collections are launched in-store. Observers of the Friary will want to see if the added footfall translates into longer visits across the centre, or whether it stays concentrated around a single shop. Local councillors and business groups often track these figures, and their findings will show whether the town is gaining lasting momentum.
Finally, the launch offers a wider lesson for homeowners. Many Guildford households are looking to make better use of their homes, and a loft conversion or loft rebuilding project can add valuable space without moving house. If you are considering one, get several quotes from qualified local firms, check planning and building regulations, and ask for examples of past work. Whether you are shopping on The Friary or improving your own property, planning ahead and supporting local expertise will serve you well.
Source: New Victoria’s Secret store sees customers queue early on opening day
