Hammerson has let a 10,000 sq ft unit at Bullring in Birmingham to Aston Villa Football Club for a “one-of-a-kind” retail experience.
Located on Bullring’s Lower Level East, the 10,000 sq ft store, which is due to open in May, 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. It will also offer on-site personalisation of products and feature a dedicated museum area.
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.”
