Hammerson has announced that JD Sports will more than double its presence in Bullring & Grand Central, in a clear signal of the destination’s strength as well as a firm commitment to Birmingham as a thriving city.

JD Sports, which has been at Bullring since 2003, will open a new 27,500 sq ft store on the lower level. The new store will stock even more ranges from brands such as Nike, Adidas, Under Armour, and Converse, covering footwear, fashion, and accessories. It is set to open in Summer 2023, creating more than 40 new jobs at Bullring & Grand Central.

Amid an evolving retail landscape, Bullring & Grand Central has continued to attract household names as well as young, cool digitally native brands, while repurposing legacy space with innovative new concepts including entertainment. Last November, it was announced that M&S and TOCA Social would enliven a former department store, while designer fashion brand Tessuti will open its largest offering in the West Midlands at Bullring in 2023.

The deal comes amid a big year for Bullring. This summer it was an official provider to the Birmingham 2022 Commonwealth Games, offering exclusive access to a suite of new EV Charging Points for the Games’ electric vehicle fleet and was chosen as the location for the official merchandise store. It also continues to be at the heart of Birmingham’s social, cultural and arts programme, with Birmingham Weekender B-Side Hip-Hop Festival, Pride and Its Carnival all on taking place at the destination again this year.