Aston Villa flagship store to open in Birmingham shopping centre

Described as a blending ‘sport, lifestyle, and club heritage in a premium location’, the new 10,000sq ft store is scheduled to open in May.

The store will be made up of a ground and mezzanine floor, to showcase Villa's full retail offering, including home, away, and third kits, training wear, lifestyle collections, and exclusive limited-edition releases.

Additionally, it will feature a significant adidas collection and the club says it will take inspiration from Villa’s 150-year history, including a museum section that celebrates the club's deep-rooted connection to both Birmingham and football history.”

A nod to the iconic Holte End will be part of the space, reflecting the passion and tradition of Villa's fanbase.

"As Aston Villa continues to drive ambitious commercial growth, we are excited to announce this fantastic new store, in an iconic retail location," said David Asquith, vice president retail at Villa.

"Retail continues to play a pivotal role in the strategic vision for Aston Villa, reinforcing the club's ability to comply with stringent Premier League regulations while solidifying our stature as a world-class organisation capable of continually competing and winning at the highest level. 

"The Bullring store represents a major step in that journey, offering fans and sports enthusiasts a dynamic shopping experience that seamlessly combines sport, lifestyle, and club heritage." 

Sited in the Bullring-next door to Selfridges, the club says its location strengthens Villa's presence in the city centre. 

Villa previously had a store near the base of the Rotunda, in New Street, which closed amid cutbacks in 2017 after relegation to the Championship.