New Balance Opens Bullring Store in Birmingham 2026

Key Points

• New Balance will open a new shop at Birmingham’s Bullring shopping centre on Friday, 10 July 2026.
• The new store will take over the upper-level unit vacated by AllSaints earlier in the year after more than 22 years at the Bullring.
• AllSaints moved to a larger unit elsewhere in the Bullring in early 2025 and has continued trading inside Selfridges’ Bullring concession while closing its original standalone shop.
• Local reaction on social media and among shoppers has been positive, with fans saying they “can’t wait” for the New Balance opening.
• The Bullring has seen a number of shop changes this year, with other retailers also closing or relocating as part of wider turnover on the top floor.

Birmingham (Birmingham Express) July 8, 2026 – New Balance will open its new uk/local/bullring/">Bullring shop on Friday, July 10, taking over the upper-level unit previously occupied by AllSaints, which vacated the site after more than two decades at the centre, the Bullring’s latest retail change announced this week.

What is happening at the Bullring this week?

As reported by Graham Young of the Birmingham Mail, New Balance will welcome its first customers at the Bullring on Friday, July 10, 2026, in the unit formerly held by AllSaints on the centre’s upper level. This opening is part of ongoing changes across the shopping centre, where several retailers have closed or moved units in recent months, affecting the Bullring’s top floor particularly, according to coverage by Yahoo News and other local outlets.

Why is New Balance replacing AllSaints at that specific unit?

As reported by Graham Young of the Birmingham Mail, the New Balance shop is moving into the space left when AllSaints closed its original Bullring store after more than 22 years, a vacancy created when AllSaints relocated to a bigger unit earlier in 2025. Retail trade reporting from Retail Gazette and Drapers confirms AllSaints’ relocation to a larger store in the Bullring in early 2025, meaning the brand has been consolidating and expanding its footprint within the centre while switching standalone units.

What did AllSaints say about its move and closure?

As reported by the Birmingham Mail, AllSaints closed the long-standing unit on the Bullring’s upper level earlier in 2026 after 22 years at that location, though the company continued to trade within the Bullring area via a round at Selfridges while also opening a larger store in a different Bullring unit in early 2025, according to industry reporting from Drapers and Retail Gazette. BusinessLive and other regional reporting noted the closure of AllSaints’ original store as part of a reshuffle, and quoted store history and local context around the brand’s long presence in the centre.

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How have shoppers and local media reacted to the New Balance opening?

As reported by Graham Young of the Birmingham Mail, fans and shoppers have reacted positively on social media and in the paper’s coverage, with comments saying they “can’t wait” for the new New Balance store to open on July 10. Broader local coverage compiled by Yahoo News and other outlets paints a picture of an active retail environment where openings and closures prompt lively public reaction and debate about the Bullring’s future mix of brands.

How does this change fit into wider Bullring trends?

As noted by Yahoo News and BusinessLive, the Bullring has experienced a number of turnovers recently, with a string of closures and relocations on the top floor and across the centre, making the New Balance arrival one element of a larger pattern of change in the shopping centre’s tenant line-up. BusinessLive and regional reporting framed AllSaints’ original unit closure as one of several moves reflecting retailers’ strategies to expand, downsize, or reposition within major UK shopping centres.

Which outlets have reported these developments and what did they say?

• The Birmingham Mail (Graham Young) led with the immediate news of New Balance opening July 10 and cited local reaction from shoppers.
• BusinessLive reported on AllSaints’ long-standing presence and the unit closure as part of the brand’s changing footprint in the Bullring, noting the shop’s history of more than 22 years at the centre.
• Drapers and Retail Gazette covered AllSaints’ move to a larger Bullring unit in early 2025 and the retailer’s broader strategy, providing industry context to the shift.
• Yahoo News compiled wider lists of changes at the Bullring, noting several top-floor shifts this year and placing the New Balance opening within that wider retail churn.

What does this mean for the Bullring and local retail?

As reported by Yahoo News and BusinessLive, the turnover reflects both normal retail churn and the pressures and opportunities facing high-street and centre-based retail — brands reposition to larger or more suitable sites, while new entrants like New Balance capitalise on prominent locations left by legacy retailers. The arrival of a named sportswear brand in a high-footfall centre like the Bullring is likely to bring fresh customer traffic to the upper level and may encourage further interest from national chains monitoring available units, according to retail-sector commentary in local and trade press.

Will AllSaints still be present in the Bullring area?

Yes — as reported by Drapers and Retail Gazette, AllSaints continued trading via a concession inside Selfridges even after closing its original standalone unit, and opened a larger dedicated store in the Bullring in early 2025, demonstrating the brand’s ongoing presence in the centre albeit in different formats and locations.

When exactly will New Balance open and what can customers expect?

Graham Young of the Birmingham Mail states New Balance will open to the public on Friday, July 10, 2026, and local reporting indicates enthusiastic customer anticipation though specific store-layout details and opening promotions were not made public in the initial coverage. Readers interested in exact opening hours and launch offers should consult New Balance’s official channels or the Bullring’s customer information nearer the date for the most up-to-date details.

How reliable is the reporting and where does the information come from?

The immediate opening date and unit details come from the Birmingham Mail’s reporting by Graham Young, which is corroborated by local and trade press summaries of Bullring tenant changes and AllSaints’ earlier move in 2025 as reported by Drapers, Retail Gazette and BusinessLive. Yahoo News also aggregated retail changes at the Bullring, offering supplementary context about wider turnover on the top floor this year.

Are there other recent notable changes at the Bullring this year?

Yes — Yahoo News and local reports list several closures and relocations affecting the Bullring’s top floor and other areas, including smaller brands stepping away and new entrants taking space, indicating an active reshuffle across the centre during 2026.

What should shoppers and local residents know now?

Shoppers should note New Balance’s opening date — Friday, July 10, 2026 — and that the unit is the former AllSaints location on the Bullring’s upper level, marking another stage in the centre’s ongoing tenant changes, as reported by local and trade outlets. Those tracking the Bullring’s retail mix and the city centre economy can follow further announcements from the Bullring management and the brands involved for updates and details on promotions or events around store launches.

Example illustration: A shopper waiting outside a new brand’s store on opening day will often signal renewed footfall for neighbouring units and active interest from other retailers, mirroring the local reaction captured by the Birmingham Mail’s coverage of the New Balance opening.

Attribution note: Quotes and immediate opening-date details are taken from Graham Young’s report for the Birmingham Mail; broader historical context about AllSaints’ long-standing presence and its 2025 re‑location are drawn from Drapers, Retail Gazette and BusinessLive reporting; aggregated lists of Bullring changes were referenced from Yahoo News and other local coverage.