Asian tech manufacturer opens first European store in Birmingham

Asian drone and camera manufacturer DJI is set to make its European debut with an opening in Birmingham this weekend.

Taking a 2,800 sq ft unit on a five-year lease, DJI will be launching at the corner of New Street and Corporation Street.

The store will sell drones, cameras, lenses, and accessories.

DJI will be occupying the ground and basement floors of the six-storey building, which has lain vacant since Vodafone’s exit in 2019.

The retailer will also sell products with Swedish camera brand Hasselblad, which it acquired in 2017. The shop will be the only combined DJI and Hasselblad store outside of Asia.

Majid Shah, DJI director, said: “Birmingham is a young and vibrant city with major brands that attract a high footfall but it also offers more cost-effective rent than comparable units in London.

“We are hopeful that the new store will perform well and have plans to explore other openings in the UK in the near future.”

FHP acted on behalf of DJI, while Johnson Fellows acted on behalf of landlord Birmingham City Council.

Oliver Marshall, director at FHP, said: “We’re thrilled to bring two huge global brands to Birmingham city centre.

“Its location nearby several established national occupiers provides DJI | Hasselblad with an ideal base from which to grow its UK presence.”