Victoria’s Secret Opens First Surrey Store in Guildford’s The Friary
A New Anchor for The Friary
Anyone who has walked through Guildford town centre recently will have noticed the steady churn of new arrivals and changing shop fronts. This week the latest addition is Victoria’s Secret, which has opened Surrey’s first standalone store on the first floor of The Friary, opposite Zara. For those of us who live here, it is a notable moment. Guildford has long relied on a mix of independent boutiques, high street names and the riverside cafés that bring people into town, so a global lingerie brand choosing a dedicated home here says something about the appetite for in-person shopping in the county. The timing was hard to miss. The brand’s Los Angeles fashion show had only just taken place, and fans who had watched the runway online were keen to see the collections in person. Doors opened at 10am on Tuesday 27 October, and a line had formed well before then. Shoppers wandering past the Friary entrance could see the queue stretching along the walkway, a reminder that a well-known brand can still draw a crowd on a weekday morning. For the centre’s management and neighbouring retailers, that kind of footfall matters, particularly in the run-up to the busier winter and Christmas period.
What Shoppers Found Inside
Inside, the store covers the full range you would expect: underwear, nightwear, fragrances and accessories, including handbags. Staff were on hand to help customers find their fit, and the brand’s bestsellers were prominent, from the Very Sexy Push Bras to the softer Lacie Unlined Balcony Bra. Opening-day perks gave the launch a celebratory feel. Complimentary fragrance engraving was on offer, a small touch that appeals to anyone buying a gift, and the first 100 customers who spent £25 or more went home with an exclusive goodie bag. Those are the sorts of details that turn a first visit into a return trip, so it will be worth watching whether similar promotions appear in the coming weeks. For local readers, the practical point is simple. If you have been meaning to browse, a weekday visit outside the opening rush will be far more comfortable than a Saturday afternoon. The first-floor location also means it is worth allowing a few extra minutes to find your way up from street level, particularly if you are carrying bags or pushing a pram. Parking and public transport links into the town centre are the usual considerations, and both are easy to check before you set off.
Local Trades and What to Watch Next
Retail openings like this one often create quiet work for local trades. Fitting out a store, refreshing a unit or updating shared facilities usually involves local contractors, and the same demand carries over into homes. Many residents across Guildford, Woking, Dorking, Horsley and East Horsley are already planning projects, and bathroom fitters and kitchen renovation specialists tend to book up fast once the colder months arrive. If you are considering a bathroom refurbishment or a kitchen renovation, it is sensible to get quotes now rather than waiting for spring, when the same firms are often stretched. Ask for itemised estimates, check recent local references and confirm who is responsible for permits and waste removal. As for the store itself, the key question is whether it becomes a lasting part of the Friary’s mix or a short-term draw. Look for the signs over the coming months: how consistently the queues return, whether the loyalty or promotional offers continue, and whether the brand’s presence helps lift the surrounding shops. Guildford’s town centre has changed a lot in recent years, and residents tend to judge each new arrival on whether it adds to the everyday experience. This one has made a promising start.
Source: New Victoria’s Secret store sees customers queue early on opening day
