Donegall Place set for full occupancy as Belfast’s retail resurgence gathers pace

Belfast City Centre

Belfast city centre is entering a period of unprecedented growth as Donegall Place reaches full occupancy for the first time in years, spurred by a flurry of high-profile openings and increasing footfall.

Business Improvement District, Belfast One, has welcomed the milestone as a significant step forward in the city’s retail and hospitality transformation, with footfall across the city centre up 6.5% already this year. Donegall Place alone has experienced a 7% rise in footfall, while Royal Avenue has seen a notable 22% year-on-year increase.

Opening soon: Victoria’s Secret

The resurgence in Belfast’s retail landscape is marked by the arrival and expansion of several major brands.

Among the most anticipated additions is Victoria’s Secret, which will soon open on Donegall Place.

Other highlights include Stradivarius expanding its current premises, and the upcoming launch of a Rolex flagship store, timed to coincide with the 153rd Open Championship in July 2025.

Expansion: Stradivarius in Belfast City Centre

Martina Connolly, CEO of Belfast One BID, expressed enthusiasm about the transformation underway:

“We are delighted to see Donegall Place on its way to becoming fully occupied once again. There have been several vacant units in recent years and whilst, like every city, there is still work to be done to improve the city centre, this milestone is a clear indicator of Belfast city centre’s ongoing growth and transformation.”

She added that physical signs of progress are becoming more visible:

“The hoarding for one store is coming down this week and right across the street, the hoarding has gone up, which is just one example of the significant changes we are seeing to the retail landscape in Belfast city centre.”

Coming soon: The Bedford Hotel

High-profile retail and dining arrivals

Earlier this year, Donegall Place welcomed the world’s first Primark Home store, drawing thousands of eager customers on opening weekend. In late 2024, The Ivy opened its first Northern Ireland location in Cleaver House, further elevating Belfast’s hospitality offerings.

Looking ahead, Victoria Square continues to be a magnet for first-to-market names. The shopping destination will soon welcome Northern Ireland’s first LEGO store and Bershka, which will bring its three key lines—Bershka, BSK, and Man—to local shoppers.

A new Pull & Bear flagship spanning 16,000 sq ft is also on the horizon.

Adding to the diversity of food and drink experiences, Mowgli, a popular Indian street food restaurant and an all-Ireland first, will open in Victoria Square.

Upcoming Rolex store in Belfast City Centre

Meanwhile, Wellington Place will welcome luxury chocolate drinks brand Knoops, following its successful Northern Ireland debut at Victoria Square in December 2024.

Other upcoming entries include:

• Black Sheep Coffee, launching its second city centre store on Ann Street.

• Nomadic Watches, joining Donegall Square East this summer.

• Russell & Bromley, arriving on William Street South—marking the brand’s first location in Northern Ireland.

• Margot’s cocktail bar spin-off, Rudi, launching on Donegall Square.

• The Bedford Hotel, undergoing a stylish renovation ahead of its relaunch in autumn 2025.

Confidence in the City Centre

Criona Collins, Head of Retail Agency at Lambert Smith Hampton, which manages Victoria Square among other retail assets, hailed the developments:

“The latest wave of brand announcements and future openings is a powerful vote of confidence in Belfast city centre. These developments aren’t just enhancing our retail landscape – they’re driving its evolution. We’re proud to welcome several standout brands making their debut – a clear sign of Belfast’s continued appeal as a premier retail destination.”

A promising summer ahead

With strong weekend footfall and a growing mix of international brands, local independents, and vibrant hospitality venues, summer 2025 is shaping up to be one of the most dynamic retail seasons Belfast has seen in years.

As Martina Connolly notes:

“The influx of new brands and expansions this summer will ensure that Belfast keeps pace with global retail trends. It not only reflects confidence in the city centre but also enhances the shopping experience for everyone who visits Belfast, putting it on the map alongside other shopping destinations across the UK.”