Aston Villa is making a return to Birmingham's high street eight years after closing its old club shop.
The Premier League club has struck a deal with the Bullring shopping centre to launch a new 10,000 sq ft, two-floor store in May.
It will have its full retail line up of home, away and third kits, training gear, lifestyle collections and limited-edition releases alongside a significant Adidas collection including children's ranges and footwear and apparel for sports such as running.
It will also have a museum section highlighting the history of the club and its connection to the city.
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The club said it was also introducing ‘Aston Works,' an area dedicated to product personalisation, allowing fans to customise their purchases with bespoke designs.
The new shop will be on the Bullring's lower level next to the Selfridges department store.
Aston Villa already run a club shop at the Villa Park stadium which is also open on non-match days and previously
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Vice-president of retail David Asquith said: "As Aston Villa continue 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."
Paul O'Brien, director of leasing at Bullring's co-owner Hammerson, added: "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."