Hammerson has announced that Aston Villa Football Club will open a new retail space in Birmingham’s Bullring in May 2025. The 10,000 sq. ft store will be located on the Lower Level East and span two floors, featuring a selection of Aston Villa and adidas merchandise.
Exclusive Merchandise and Personalisation Services
The new store will showcase a mix of adidas’ lifestyle and footwear collections alongside exclusive Aston Villa collaborative products, including kits, training wear, and limited-edition collections. Customers will also have access to on-site personalisation services, allowing them to customise their purchases.
Celebrating 150 Years of Aston Villa
Designed to highlight the club’s footballing history, the store will incorporate elements from Aston Villa’s 150th anniversary and iconic features from Villa Park stadium. A dedicated museum space will showcase the club’s role in Birmingham’s sporting history.
Paul O’Brien, Director of Leasing & Commercialisation at Hammerson, said:
“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.”
Aston Villa’s Vision for the Store
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.”
Expanding Bullring’s Sports and Leisure Offering
The addition of Aston Villa’s store strengthens Bullring’s existing sportswear and footwear offering, which includes JD Sports, FOOTASYLUM, Nike, and Foot Locker. The centre is also home to TOCA Social, an interactive football entertainment venue.
