Liverpool Football Club set to expand flagship club store

Liverpool Football Club has received planning permission from Liverpool City Council to expand and refurbish its flagship retail store, located outside Anfield Stadium.

The Premier League champions will now increase the store size by just under 4000 square feet with an extended mezzanine floor.  The revamped shop will reopen on the 1^st of August ready for the 2025/26 season.

The flagship store was purpose 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.  

LFC now has 19 official retail outlets globally – more standalone stores than any other team in world sport, including football and US franchises.  Each store offers fans a head-to-toe solution in Reds memorabilia and brings the fans closer to the club.

The Anfield store is one of seven LFC retail outlets across UK and Ireland. The retail team also has 14 external retail pods around Anfield Stadium which are open on matchdays. 

Lee Dwerryhouse, senior vice-president Merchandising at LFC, said:

“We’re thrilled to have received planning permission for the new look store at Anfield from Liverpool City Council. 

“We’ve had a very busy end of season since winning the Premier League and this new store is going to make a huge difference next season. 

“We want our new-look flagship store to lead the way in the shopping experience for our fans and also meet the demands of a busy matchday crowd. 

“The store is going to feature new digital touchpoints, storytelling and will also fully incorporate the new LFC brand theme, elevating the fan experience and improve engagement even more.”

The programme of work has started, and the store is now closed for the refurbishment.  Fans visiting Anfield from now until 1^st of August can shop at the temporary retail store located in The Kop Bar.  

The new and improved store will be the first of the new concept shop fit and will feature a wider entrance, expansion of the mezzanine floor, relocation of the staircase and escalator to improve accessibility and the addition of more tills which will now be cashless to better meet demands of a busy matchday crowd.

Find more information on the Liverpool Football Club website.

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