Hammerson announces that Aston Villa Football Club today opened its flagship city centre store at Bullring in a product partnership with adidas. The one-of-a-kind space represents Hammerson's continued drive to deliver exceptional retail experiences through unique, leading brand concepts.

The expansive 10,000-square-foot space on Bullring's Lower Level East combines premium adidas performance and lifestyle collections with exclusive Aston Villa merchandise, including official kits, training wear and limited-edition collaborations, all enhanced by on-site personalisation services for fans. Designed to celebrate Aston Villa’s rich footballing heritage, the store incorporates elements from the club’s 150th anniversary and iconic Villa Park Stadium. Featuring a dedicated museum area, the space highlights the club’s iconic legacy within both Birmingham’s cultural fabric and the broader history of football.

Opening celebrations include complimentary gift bags for the first 150 visitors at the official launch of Aston Villa's new away kit, and a chance to win a £500 shopping voucher with a personal styling experience.

Paul O'Brien, Director of Leasing & Commercialisation at Hammerson, commented: “The opening of Aston Villa's store is an important milestone and an exciting addition for Bullring, acting as a prime example of Hammerson's dedication to quality brands and experiences at our best-in-class spaces. This flagship opening demonstrates our successful strategy of creating the right spaces for local and global brands alike, helping them reach a vast catchment while further enhancing Bullring's position as one of the UK's leading prime retail and leisure destinations.”

David Asquith, Vice President of Retail at Aston Villa added: “Our flagship city centre store at Bullring brings us even closer to fans in Birmingham's most dynamic retail environment. By uniting our longstanding football heritage, commitment to delivering memorial experiences for fans, and Bullring's iconic location, we're able to deliver something truly special for our supporters, on and off the pitch.”

This news follows the announcement that Hammerson has signed Jewells, the new entrant jewellery brand redefining casual luxury, across four of its UK destinations, further underscoring the quality of assets and strength of their positions, in prime city centre locations.

High flying: Aston Villa launch flagship city centre store at Hammerson’s Bullring

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