The first Official Retail Store for Birmingham 2022 Commonwealth Games has opened on the city’s New Street. The 3,200ft² store is stocked full of official Birmingham 2022 merchandise, including clothing, hats, caps, water bottles and soft toys. Sports fans can also get their hands on Team England T-shirts, vests and hoodies.
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 they deliver.
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.
Alongside the Birmingham city centre Official Retail Store, around 40 official retail stores will 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.