Aston Villa Football Club has opened its new flagship city centre store at Birmingham’s Bullring, developed in a product partnership with adidas. The 10,000 sq. ft. space, located on the Lower Level East, brings together a curated range of premium adidas collections with exclusive Aston Villa merchandise and fan services.
This launch is part of Hammerson‘s ongoing efforts to elevate retail experiences by introducing leading and distinctive brand environments. The store includes Aston Villa’s official kits, training wear and limited-edition pieces, along with adidas lifestyle and performance lines. A personalisation area within the store offers fans the opportunity to customise their purchases.
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The space also pays tribute to the football club’s heritage, aligning with its 150th anniversary. Design elements draw inspiration from Villa Park, and a dedicated museum-style section has been incorporated to highlight key moments in Aston Villa’s history and its place within the cultural and sporting fabric of Birmingham.
Commenting on the opening, Paul O’Brien, Director of Leasing & Commercialisation at Hammerson, said: “The opening of Aston Villa’s store is an important milestone and an exciting addition for Bullring, acting as a prime example of Hammerson’s dedication to quality brands and experiences at our best-in-class spaces. This flagship opening demonstrates our successful strategy of creating the right spaces for local and global brands alike, helping them reach a vast catchment while further enhancing Bullring’s position as one of the UK’s leading prime retail and leisure destinations.”
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David Asquith, Vice President of Retail at Aston Villa, added: “Our flagship city centre store at Bullring brings us even closer to fans in Birmingham’s most dynamic retail environment. By uniting our longstanding football heritage, commitment to delivering memorable experiences for fans, and Bullring’s iconic location, we’re able to deliver something truly special for our supporters, on and off the pitch.”
The store represents a new approach to physical retail for the football club, blending cultural storytelling, fan engagement, and high-street retail in a single destination.
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