Located on New Street by the iconic Bullring in the English city, the 3,200-foot square store is stocked full of official Birmingham 2022 merchandise, including clothing, hats, caps, water bottles and soft toys.

Team England tee-shirts, vests and hoodies are also available.

Perry, the official mascot of Birmingham 2022, opened the store and will be making special appearances at the store over the coming months.

Open seven days a week, the store will employ 25 people and overall, more than 400 jobs will be created as part of the official merchandise programme.

Where possible, staff will be recruited with the support of the Commonwealth Jobs and Skills Academy, launched by the West Midlands Combined Authority to generate job opportunities for and improve the skills of local people.

Midlands-based company Cube International was appointed earlier this year as the master licensee responsible for designing, sourcing, delivering and retailing official licensed products at all the official Birmingham 2022 retail stores.

Hammerson’s flagship destination, Bullring transformed Birmingham city centre when it was developed and continues to be at the heart of the city’s social, cultural and arts programme. 

Hammerson worked closely with Birmingham 2022 and Cube International to support in the delivery of prime retail space in the heart of the city for the launch of the official merchandise programme.

"We thought that this busy part of Birmingham city centre, with so many people passing through, was the ideal location to showcase our official Birmingham 2022 merchandise," Birmingham 2022 chief executive Ian Reid said.

"With less than 250 days to go until the Games begin, we’re really excited to be opening the store in the heart of Birmingham.

"For many people, the store will be their first experience of Birmingham 2022, so this is a really momentous occasion for us.

"I’m encouraging all people, whether you’re from the West Midlands or a visitor to Birmingham, to show your support, get behind the Games and buy some official Birmingham 2022 merchandise."

Alongside the Birmingham city-centre Official Retail Store, around 40 official retail stores are due to be set up at a number of other city-centre locations, transport hubs and Games venues in the run-up to and during the Games, which are scheduled to take place from July 28 until August 8 next year.

The store will be open from 10am to 8pm Monday to Friday, 9am to 8pm Saturdays and 11am to 5pm on Sundays.

The store will also have extended Christmas opening hours.