England, Birmingham City and Villa footballer to open Bullring store says 'I used to love shopping here'

Former England, Birmingham City and Aston Villa footballer Emile Heskey is set to open a new shop in the Bullring this week. Heskey will cut the ribbon on the new EE Experience store on Thursday, November 28.

The shop will feature four 'zones' dedicated to gaming, working, learning and home. It will feature new technology, product launches and in-store offers.

Customers will be able to 'visualise their ideal connected home setup', including security systems, lighting, smart TVs and more than use EE broadband solutions. Experts will be on hand to discuss and share advice.

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Emile Heskey, who played for both Birmingham City and Aston Villa, will be opening the new shop on Thursday. He said: "It's fantastic to open EE's new Experience store in Birmingham, a city that's very close to my heart.

"I used to love shopping in the Bullring during my years at Birmingham City and Aston Villa and it's great to see the centre continue to reinvent itself. The EE Experience store is brilliant, and I can't wait to see the excitement as people explore all the store has to offer."

Asif Aziz, retail director at EE, commented: "Our research shows Birmingham is a city of tech-lovers, with residents embracing smart home technology and relying on smartphones to shop smarter. Our new store is designed to meet the needs of this vibrant community, providing a space where people can get hands-on with the latest devices and discover new ways to stay connected.

"We're excited to bring this innovative retail experience to Birmingham, with our expert team of EE Guides ready to help customers with all their technology needs and to offer personal, expert advice on how connected technology can enhance their everyday lives."

EE has invested more than £6 million in bricks and mortar stores in Britain this year. The opening is scheduled for 12pm and there will be music from DJ Ben Varga.