LFC flagship store reopens following multi-million-pound refurbishment

LFC’s Anfield flagship store is now the largest LFC retail store in the world and has been revamped and improved ready for the start of the new season, increasing in size by almost 4000 square feet

The store reopening also celebrates the start a new era for LFC, the official beginning of an exclusive 10-year partnership with adidas, reuniting two global sporting icons.

The new, bigger and better flagship store has been fitted with an extended mezzanine floor to house the new LFC x Adidas collection, including the new home and away kit for the 2025/26 season.

Queues formed outside the store from 6am as Reds’ legend John Aldridge joined fans for a first glimpse of the refurbished store and the new home and away kit.

New name and numbers were revealed earlier today for new summer signings across the men’s and women’s team.

The store features new digital touchpoints, storytelling and fully incorporates the new LFC brand theme, elevating the fan experience and improving engagement even more.

The flagship store was purposely built in 2017 as part of the Main Stand expansion work. As the largest LFC retail store in the world, it welcomes over 1 million visitors per season.

Following its recent store launch in Hong Kong during the pre-season tour, LFC now has 20 official retail outlets globally – more standalone stores than any other team in world sport, including football and US franchises.

The look and feel of the new flagship store is a celebration of the evolving culture and success of one of the world’s greatest football teams.

The design draws from the architecture and material palette of Anfield, echoing the industrial, maritime, and red-brick heritage of Liverpool.

At the store entrance there is a new dramatic, imposing Liverbird crest statue alongside a scarf display inspired by the Shankly Gates and fitting rooms that take cues from the club’s AXA Training Centres.

On the first floor, an extended mezzanine houses a dedicated space for the club’s retro range, clad in striking corten steel and green marble. There is a larger print shop which incorporates materials recycled from the city.

Plus, there is now a bigger space in the store dedicated to the kit the players will wear for the season ahead. There is also a brand-new large panoramic wall to wall screen which can be viewed from the mezzanine edge.

Lee Dwerryhouse, Senior Vice-President of Merchandising at LFC, said:

“We’re excited to officially reopen our flagship retail store at Anfield after a post-season refurbishment.

“This project has included some major remodelling work with a relocation of the staircase and escalator to improve accessibility for our fans. As our flagship store, we know it’s a destination for our passionate and loyal fans visiting the home of LFC.

“We’re also thrilled to be able to open the store along with the official launch of the new home and away kits with adidas for the season ahead.

“This store is going to lead the way in the shopping experience for our fans and also better meet the demands of a busy matchday crowd.”