We’re proud that Hummel and DBU chose Bruuns Galleri for their new National Team Shop, located inside the Hummel store. A great example of how strong retail concepts and shared passions create experiences that connect people – both on and off the field.

In collaboration with DBU, Hummel has opened one of Denmark’s brand-new National Team Shops – a shop-in-shop – right at Bruuns Galleri in Aarhus – the largest of the three new locations. A great example of how strong retail concepts and shared passions create experiences that connect people – both on and off the field. The shop gives fans a unique football experience packed with merchandise, events, and community – from the latest national team jerseys to iconic red-and-white fan gear.

“We’re thrilled that Hummel and DBU chose Bruuns Galleri for one of the new National Team Shops. It’s set to become a vibrant meeting point that attracts visitors and brings football fans together. The concept fits perfectly with our visitors – energetic, social, and passionate – and we’re proud to host a store that creates connection and community in Aarhus and Denmark,” says Claus Brændgaard, Regional Shopping Center Manager at Bruuns Galleri.

The new shop opened with special activities, competitions, and prizes for the first visitors.