Victoria Square’s Developments Bring a New Lease of Life to the Shopping Centre

By Eva Quinn

Opened in March 2008, Victoria Square was heralded as Belfast’s premier luxury retail destination – a gleaming, gloss-domed symbol of regeneration designed to bring high-end brands and upscale dining into the heart of the city. For years, it carried that reputation: polished, aspirational, and unmistakably upper-class. This, in turn, made Victoria Square feel disconnected from both lower-income residents of Belfast and the city’s youth.

As consumer habits shift and Belfast’s retail landscape evolves, though, Victoria Square is undergoing a quiet, but deliberate transformation, opening stores that are affordable and popular in major cities such as London, New York and Paris. No longer content to remain exclusive, the centre is now embracing a broader range of accessible and relatable brands in an effort to stay relevant and attached to all demographics.

The UK market has undergone significant changes over the last decade. Shoppers today want more than just prestige – they seek value, variety, and an exceptional experience. Victoria Square seems to be responding by welcoming new tenants and accommodating pre-existing shoppers, families and beauty lovers. This strategy helps drive regular footfall by offering a mix of lifestyle, beauty and fashion, grounded in day-to-day life, not just special occasions. 

Why would some say the change was needed?

Victoria Square’s early reputation as a luxury destination, while initially a selling point, also created many barriers. Many local shoppers viewed it as a place for splurging rather than everyday browsing. As retail tends to shift more towards convenience, inclusivity and experiential shopping, the centre risks being viewed as out of touch. By curating a more balanced tenant mix, Victoria Square is signalling it wants to serve all of Belfast, not just niche affluent segments.

What new stores are opening?

Global beauty powerhouse Sephora has announced it will open its first store in Ireland in Victoria Square in 2026. The forthcoming Belfast location will bring the brand’s celebrated mix of premium makeup, skincare, haircare and fragrance – including “only at Sephora brands” – to Northern Irish shoppers for the first time. This represents a major milestone – not only for Sephora’s expansion, but for Victoria Square as a destination that attracts global beauty names. 

Following this, Bershka have also announced its opening in 2025. The Spanish fashion brand has made its Northern Ireland debut, occupying a 17,500 sq ft flagship unit on the upper ground floor. The store presents its full offering – Including the Bershka mainline, BSK and men’s line – marking a strategic move into the NI market. For shoppers, this means more trend-led apparel in Belfast City Centre and, for the centre itself, a strong signal of its role as a leading retail destination. 

Luxury beauty retailer Space NK is relocating its Belfast City Centre presence to Victoria Square, with plans for a 3,500 sq ft beauty boutique on the lower ground level. The impending store will showcase premium skincare, fragrances and make-up brands – curated for the experiential shopper. For beauty enthusiasts, this means greater access to high-end products in Belfast and the centre, a strengthened offer in the prestige beauty category.

London-based jewellery store Astrid & Miyu have opened their doors for the first time in Northern Ireland. Sizing up to approximately 1,800 sq ft. and located in Unit LG2, the new boutique features not only its signature jewellery collection, but also offers in-store services such as piercing studios and silver-cycling initiatives. With this arrival, the centre attracts a characterful brand that combines retail and experience – adding depth to its mix beyond just fashion and beauty.

The following big brand stores will have a major impact on shoppers across Northern Ireland, not only in Belfast. In the run-up to Christmas, shoppers will have a larger variety to purchase gifts from each store, indicating a resurgence in Victoria Square, after bleak years of store closures. Russell Banham, UK head of Commerz Real, asset managers of Victoria Square, commented: “Astrid & Miyu selecting Victoria Square for its debut, and Space NK relocating into the centre are very strong endorsements.”

“As with the signing of Bershka earlier in the year, they highlight how important our asset is for brands, whether they are taking those first steps in a new market or are established operators seeking the very best space Belfast has to offer.”

“They add another layer to our compelling tenant mix, extending our offer and creating more reasons for people to visit.” [1]

As aforementioned, many stores are newly entering Ireland, suggesting a widespread eagerness to visit Belfast, sending tourism rates through the roof, supposedly. The brands offer a complement to the already existing stores, such as Rituals, Sculpted by Aimee and The White Company, while also making Victoria Square a unique shopping experience within Ireland.

References

[1] Canning, Margaret. “New Stores Confirmed for Victoria Square Including Relocation by Major Beauty Business.” BelfastTelegraph.co.uk, September 2025. https://www.belfasttelegraph.co.uk/business/northern-ireland/new-stores-confirmed-for-victoria-square-including-relocation-by-major-beauty-business/a2008639652.html.