Fashion brand AllSaints has opened an expanded replacement store at Birmingham’s Bullring. The new store, which spans 3,207 sq ft across two floors, is located on the upper level of the Hammerson-operated mall.

The site, previously occupied by Ted Baker, gives the brand a more prominent positioning than the previous single-storey shop that was located on the centre’s ground floor.

The new unit offers an extensive selection of products for both men and women, including women’s and men’s apparel ranges plus handbags, footwear, accessories, jewellery and fragrance.

The store’s design features a double-height shop front and has been fitted out in line with AllSaints’ new store design concept, first launched in Los Angeles in 2024 “and well received by customers worldwide”. 

The new concept “brings a lighter, more open aesthetic while staying true to the brand’s industrial DNA” it added.

Frankie Mallinson, AllSaints’ global retail director, said: “From our signature Singer sewing machines to the custom AllSaints-embossed leather furniture, every detail has been carefully considered to create an unforgettable customer journey that feels undeniably AllSaints.

“All the work we’ve put into this new store reflects our commitment to providing an unparalleled shopping experience for our customers, while staying true to the essence of our brand.”

The Birmingham Bullring store opening marks the latest development in AllSaints’ ongoing global expansion strategy and follows recent UK openings including London Bridge, Trafford Centre (Manchester) and two stores in Glasgow. These additions take AllSaints’ total store count to around 300 directly operated shops in 27 countries across Europe, North America and Asia.