PRO:DIRECT Sport is set to launch its first flagship PD:FC concept store at Birmingham’s Bullring shopping centre in early 2026.

Its prime location strengthens Aston Villa’s presence in Birmingham city centre, reinforcing the club’s ambition to position itself among the elite in both English and European football.

What's On What's On News Bullring Bullring announces 'queue rules' ahead of huge new store opening tomorrow The Bullring has security in place and a wristband process so shoppers can snag sought ...

The Aston Villa Bullring store is scheduled to open in May 2025. “As Aston Villa continues to drive ambitious commercial growth, we are excited to announce this fantastic new store, in an iconic ...