Aston Villa Football Club, the Midlands-based Premiership team, is to open a “one-of-a-kind retail experience” store at the Birmingham Bullring mall. Set to open as the season comes to a close in May, operator Hammerson said the signing “is the latest example of [our] drive to curate a diversified occupier mix, including the launch of unique and exciting brand concepts”.

Located on mall’s Lower Level East, the 10,000 sq ft store will be spread across two floors and showcase a mix of Aston Villa and team sponsor Adidas merchandise.

The space will feature the German brand’s footwear and lifestyle collections alongside exclusive Aston Villa collaborative products such as kits, training wear, and limited-edition collections. It will also include on-site personalisation of customer purchases.

Designed to celebrate Aston Villa’s “rich footballing heritage”, the Bullring store will incorporate elements from the club’s 150th anniversary and Villa Park stadium while also featuring a dedicated museum area “to highlight the club’s unique place in Birmingham and football history”.
 
Paul O’Brien, director of leasing & commercialisation at Hammerson, said 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.”