Hammerson scores Aston Villa signing at Bullring
Aston Villa Football Club is set to open a new retail experience at Hammerson’s Bullring in Birmingham.
The Premier League team will open a 10,000 sq ft, two-storey store on the scheme’s Lower Level East in May.
The store will offer Aston Villa products such as kits, training wear, and limited-edition collections, as well as Adidas merchandise including footwear and clothing.
In line with the historic club’s heritage, the Bullring store will also feature elements from the club’s 150th anniversary and the iconic Villa Park stadium, as well as a museum area to highlight the club’s place in Birmingham and football history.
Paul O’Brien, director of leasing and 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.”
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.”
Aston Villa will join Bullring’s existing sportswear and footwear line-up which includes JD Sports, FOOTASYLUM, Nike, and Foot Locker, as well as the football leisure concept TOCA Social.