Hammerson has announced that Aston Villa Football Club has selected Bullring to launch a ‘one-of-a-kind’ retail experience. Set to open in May, the 10,000sq ft store will be located on Bullring’s Lower Level East, and will be spread across two floors and showcase a mix of Aston Villa and Adidas merchandise.
The space will feature Adidas’ footwear and lifestyle collections alongside exclusive Aston Villa collaborative products such as kits, training wear and limited-edition collections, while also offering on-site personalisation where customers can customise their purchases.
Designed to celebrate Aston Villa’s footballing heritage, the Bullring store will incorporate elements from the club’s 150th anniversary and the Villa Park stadium. It will also feature a dedicated museum area, to highlight the club’s place in Birmingham and football history.
Paul O’Brien, director of leasing and commercialisation at Hammerson, commented: “Aston Villa’s new store coming to Bullring is a great example of Hammerson’s occupier mix strategy, delivering best-in-class spaces that are exciting and unique in equal measure. The one-of-a-kind retail experience from this historic football club points to the quality we are successfully driving across our portfolio, and aligns with our commitment to keep Bullring’s visitors engaged and coming back.”
Chris Heck, president of business operations at Aston Villa FC, added: “Bullring is, without a doubt, the best possible location to launch this flagship Aston Villa store. As the most iconic destination in our city, Bullring boasts a vibrant sportswear and football culture, making it the perfect fit. This store will mean we can connect with our fans and the broader Birmingham football community in a truly unique way.”
The Aston Villa signing further enhances Bullring’s sportswear and footwear line-up. It includes JD Sports, FOOTASYLUM, Nike and Foot Locker, as well as the innovative football leisure concept TOCA Social.
