It has been confirmed that BT2’s flagship Dublin store will close in January to make way for Victoria’s Secret.
Brown Thomas’ “Little Sister” BT2 will close its Grafton Street store doors and will be replaced by America’s most famous lingerie store.
Victoria’s Secret Store New York
However, managing director of Brown Thomas, Stephen Sealey has reassured people that the closure will not lead to job losses, and that the future of BT2 is safe.
He explained that Brown Thomas and BT2 were “just too close” in proximity on Grafton Street but that the BT2 brands wil migrate over to the main Brown Thomas store:
“You can see the logic of all this. It gives us the opportunity to bring the best of the brands from BT2 across here.
“That will give us a much better ‘customer journey’, because clearly it doesn’t really make sense to have to cross the road to get your jeans. It makes a lot more sense to invest in property that we own, rather than property we rent.
“There were other factors, like a rent review coming up – and, to my mind, if a landlord is making more money than you are out of a store, it’s not really a great place to be.”
BT2 fans needn’t despair as the Dundrum and Blanchardstown stores will be business as usual.
