New Balance is set to open its first store at Birmingham's Bullring shopping centre this week, taking over the former AllSaints unit on the upper level. The store will welcome its first customers on Friday, July 10, after months of anticipation.
Store replaces long-standing AllSaints unit
The new shop replaces AllSaints, which closed its standalone store in February after 22 years in the centre. AllSaints relocated to a larger unit in early 2025 and continues to trade within Selfridges at the Bullring. The New Balance store will occupy the vacated upper-level space.
Excitement builds among shoppers
Announcing the opening date, Bullring posted on social media: "The wait is almost over... our brand-new New Balance store opens this Friday July 10. Keep your eyes peeled – we've got plenty more to share before the doors open." Follower Nicole Justice commented on Instagram: "Can't wait!"
Bullring's year of new openings
The Bullring has seen a flurry of new store openings in 2026, including Sushi Dog, Victoria's Secret, Lovisa, Subdued, Lululemon, Moida, and Vyve. Australian jewellery shop Harli and Harpa is also expected to open soon. Previous Bullring openings have featured bucking broncos, games, goodie bags, and overnight campers seeking exclusive freebies, though it is not yet known if New Balance will host a similar launch event.
