Aston Villa announce opening of new Bullring store

Aston Villa will be opening a new retail store in the Bullring, showcasing everything from the club’s home, away, and third kits, training wear, and lifestyle collections to exclusive and limited-edition releases.

It will also stock a “significant” Adidas collection, spanning footwear and apparel across running, training, football, Originals, women’s, and kids’ ranges.

The club said the new store’s design will take inspiration from Aston Villa’s rich 150-year history, incorporating cultural touchpoints from Villa Park while integrating 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 woven into the space, reflecting the passion and tradition of Villa’s fanbase, as well as an “Aston Works” area which will be dedicated to product personalisation, allowing fans to customise their purchases with bespoke designs.

The new Villa store will be located next to Selfridges (Image: Central BID) David Asquith, Vice President of Retail at Aston Villa, said: “As Aston Villa continues to drive ambitious commercial growth, we are excited to announce this fantastic new store, in an iconic retail location.

“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.”

The store will be situated next door to Selfridges and is set to become a “must-visit” destination for both supporters and general shoppers.

The new Bullring Aston Villa store will open its door sin May 2025.