Aston Villa announce return to high street with opening of Bullring store

Aston Villa are set to open a new store in Birmingham’s Bullring shopping centre, the Premier League club has confirmed.

The 10,000 sq ft retail store, located next to Selfridges, will open in May 2025.

Villa previously had a shop in New Street but this closed in 2017.

The club are also introducing ‘Aston Works,’ an area dedicated to product personalisation, allowing fans to customise their purchases.

“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 Aston 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.”