On Thursday 14th August 2025, leading fashion footwear retailer schuh will reopen its doors at Birmingham Bullring following a full store transformation. The revamped location reflects schuh’s style-conscious, experience-driven customer base and will offer the hottest products from over 100 brands including top brands such as Nike, UGG, and adidas.
Damon Kirk, Head of VM comments: “The Birmingham Bullring is one of the UK’s most iconic retail destinations – bold, bustling and always evolving, just like our customers. This new store is about more than aesthetics, it reflects who we are now: elevated, expressive, and inclusive. Every design choice, from the layout to the lighting, has been crafted to connect on a deeper level with our shoppers and celebrate the energy they bring through our doors. We’re proud to reopen this space with purpose, creativity and a vision of schuh at its very best.”
A Store Experience For Everyone
schuh is committed to empowering its customer community to be fiercely and unapologetically themselves. Inclusive service is embedded into the brands’ culture – whether that means offering flexible mobile payment devices across the shop floor or selling single shoes to customers with lower limb differences. Every member of the store team is trained to ensure that anyone who visits schuh will have the best shopping experience.
Design With Purpose
As part of schuh’s mission to use their platform to Do More Good, the brand has partnered with plastic fabrication specialist Floreeda to upcycle leftover acrylic from old store displays into new REFLO shoe risers, which will be proudly presented in the kids’ section of the store. This creative collaboration underscores the brands commitment to reducing waste and becoming a more responsible retailer.
Waste Reimagined
To celebrate the reopening, schuh will partner with waste design studio Are You Mad for an in-store charm station on launch day. Customers who purchase a pair of shoes or a bag can create a complimentary custom charm made from recycled plastic. Adding a sense of theatre to the experience, customers will be able to watch the plastic being melted down and transformed into charms in real time.
Creativity, Community, Culture
To coincide with the reopening, the store will showcase schuh’s latest campaign with Nike, spotlighting Baes FC – an East London grassroots football team created for women, trans and non-binary people of Asian heritage. The campaign celebrates creativity, community and culture, both on and off the pitch, which will be brought to life in-store through video and stills.
Launch Day Energy
On launch day, shoppers visiting the store will have the chance to leave with a schuh goody bag, released in two drops throughout the day.
schuh reopens at the Birmingham Bullring on Thursday 14th August at 11am.
