In Pictures: JD Sports opens upsized flagship at Birmingham Bullring

JD Sports has opened a new 27,500 sq ft flagship store in the lower mall of the Bullring in Birmingham, doubling the size of its previous site at the shopping centre.

The store design combines JD’s signature black and yellow to create an "eye-catching" entryway, leading to dedicated apparel sections for brands including Adidas, Nike, Under Armour, The North Face and Berghaus, as well as an extensive selection of footwear and accessories.

It marks the sports fashion retailer’s largest store to open in the UK this year.

JD Sports has had a store at the Bullring in Birmingham for 20 years. The new location and upsize is creating 106 new job roles - across permanent and Christmas staff vacancies.

James Air, Director, Head of Group Acquisitions at JD Sports Fashion, said: “We can’t think of a better way to celebrate two decades of JD Sports at the Bullring than opening a fantastic new flagship store.

“We’ve seen the buzz and demand JD Sports has generated, so building such an impressive new store will bring even more of the world’s best brands to the destination’s many visitors. It’s been a great 20 years for us at Bullring, and we’re looking forward to the next 20 being even better.”

Toby Tait, Director Asset Management at Bullring & Grand Central landlord Hammerson, added: “JD’s upsize is a testament to the attractiveness of Bullring and the continued ‘flight to quality’ we are experiencing across our portfolio, with high-profile brands seeking the very best locations.

“Our strong pipeline demonstrates the success of our strategy and the confidence we have in evolving and future proofing our assets to attract the best quality brands and concepts.”