Hammerson scores winner with new Aston Villa store at Bullring
Hammerson announces that Aston Villa Football Club (Aston Villa) has selected Bullring to launch a one-of-a-kind retail experience. Set to open in May 2025, the signing is the latest example of Hammerson’s drive to curate a diversified occupier mix, including the launch of unique and exciting brand concepts.
Located on Bullring's Lower Level East, the 10,000 sq ft store will be spread across two floors and showcase a mix of Aston Villa and adidas merchandise. The space will feature adidas' footwear and lifestyle collections alongside exclusive Aston Villa collaborative products such as kits, training wear, and limited-edition collections, while also offering on-site personalisation where customers can customise their purchases.
Designed to celebrate Aston Villa’s rich footballing heritage, the Bullring store will incorporate elements from the club’s 150th anniversary and the iconic Villa Park stadium. It will also feature 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, commented: “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.”
The Aston Villa signing further enhances Bullring’s impressive sportswear and footwear line-up. It includes JD Sports, FOOTASYLUM, Nike, and Foot Locker, as well as the innovative football leisure concept TOCA Social, reinforcing the destination’s strategy of providing best-in-class experiences with a relevant sports and leisure offering.