£1.5m après ski themed bar to create 50 jobs on Broad Street
A £1.5m après ski themed bar is set to open in Birmingham.
The Scandinavian Heidi’s Bier Bar has chosen Birmingham as its first city in England to open its biggest location to date.
Located on Broad Street, night club operator REKOM will transform the former Bierkeller site into an Alpine getaway, creating 50 new jobs.
The 1,100 capacity bar, which is due to open on Friday 27 May, will operate over two floors.
The bar says it will curate an authentic après ski atmosphere, from specially curated soundtracks and live music, plus a karaoke stage and DJ booth, to themed events, including beer tastings, student nights and stag and hen dos.
Heidi’s Bier Bar’s Head of Marketing & Partner, Dennis Kastbjerg said: “Birmingham was recently listed as England’s most vibrant city and you can see why– it is buzzing night and day and we can’t wait to bring Heidi’s to the city.
“In a Heidi’s, the spirits are always high, the party is wild, and everywhere you look, you see happy people. You can’t help but have a good time!”
The first Heidi’s Bier Bar opened in Copenhagen in 2004 and since then a further 20 have launched across Denmark, Finland and Norway.
In March this year, the first UK site was opened in Cardiff and more Heidi’s are set to follow.
“We have a strong brand identity and have built a loyal fan base,” added Kastbjerg. “I think it’s the fact Heidi’s isn’t pretentious but just down to earth fun, whether throwing a party for a special occasion or simply catching up with friends for a drink. It’s good for the soul and will bring a whole new vibe to the city when we open.”
REKOM, which operates over 200 bars, pubs and clubs across Scandinavia, first moved into the UK in December 2020 following the acquisition of The Deltic Group. REKOM UK operates 47 clubs and late night bars in England, Scotland and Wales, including PRYZM Birmingham.
