Aston Villa have announced a new way for fans to get their claret and blue fix with the introduction of a refurbished merchandise outlet at Villa Park.
The revamped Holte End Store at Villa Park is set to become an outlet which will provide fans with deals on popular items.
The store will open its doors on Thursday, March 20 from 10am-7pm, although season ticket holders have already had chance to get a sneak look ahead of opening, and members can also pop in on Thursday, 19th March.
The Outlet plans to open every Thursday to Sunday from 10am to 4pm, with hours varying on matchdays.
The store is located on the lower level of the Holte Pub and can also be accessed via the Witton Lane entrance.
Villa is also set to open a new Birmingham city centre store to build on the club's on-field success.
The Villans are flying high in the Champions League and through to the Round of 16, in the FA Cup fifth round, where they will take on Cardiff, and sit eighth in the Premier League.
Now the club will again have a city centre presence, eight years after its previous store on New Street closed down. It is due to open a shop next to Selfridges in the Bullring, Birmingham ’s busiest shopping centre.
The new 10,000 square feet shop will have a ground and mezzanine floor.
READ MORE: Aston Villa announce 'significant Villa Park redevelopment' plan
As well as selling a range of Villa kits, clothes and souvenirs, the club said it would include a museum section and will have a reference to Villa Park, including the Holte End.
It aims to provide more revenue for the club as it seeks to comply with the Premier League’s stringent profit and sustainability rules.
The club said: “Its design takes inspiration from Aston Villa’s rich 150-year history, incorporating cultural touchpoints from Villa Park while integrating a museum section that celebrates the club’s deep-rooted connection to both Birmingham and football history.
“A nod to the iconic Holte End will be woven into the space, reflecting the passion and tradition of Villa’s fanbase.”
It said fans will be able to buy home, away, and third kits, training wear, lifestyle collections, and exclusive limited-edition releases.
It also promised a ‘significant Adidas collection’, from footwear and apparel across running, training, football, Originals, women’s, and kids’ ranges.
There will be an ‘Aston Works’ personalisation area allowing fans to tailor their purchases with ‘bespoke designs’.
The club said it ‘underscored the club’s commitment to creating a truly immersive and interactive shopping experience’.
David Asquith, vice-president retail at Aston Villa, said: “As Aston Villa continues 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.”
Sign up to our daily Aston Villa newsletter
The shop will be next to Selfridges ‘alongside premium retailers such as Sephora’.
The club said: “The store is set to become a must-visit destination for both supporters and general shoppers.
“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.” It is set to open in May.
