Liverpool FC Starts Work on New Anfield Store

Work is set to begin this week on Liverpool FC’s new flagship Anfield Stadium store, with contractors arriving on site to start working on the two-storey development.

It marks the next milestone in the regeneration of Anfield and will form part of Liverpool City Council’s plan to rebuild the entire Anfield high street, Walton Breck Road, on which the Club’s new store will stand.

The store will provide fans with a premium shopping experience featuring exclusive product ranges and an increased number of payment stations to ease checkout congestion on match days.

There will also be a specially designed first floor café – that will open on both match days and non-match days.

The new store will be built on 19,500 square foot of floor space, which is four times the size of the current Anfield store and will incorporate a brand new LFC store design concept.

The colour scheme and materials will take inspiration from the architecture of Anfield and will feature design references from the original and current Kop, along with the expanded Main Stand.

Chief Commercial Officer at Liverpool FC, Billy Hogan, commented: “Liverpool Football Club has an ongoing commitment to the wider regeneration of the Anfield area. This development will further enhance the Main Stand development as well as the

Anfield High Street and will take us a step closer to offering our fans the best in-store experience possible.

“This flagship store will be the jewel in the LFC Retail crown and it is fitting that it will be situated in Anfield – the heart of this Club.”

Located on the high street, the store has been designed in support of Liverpool City Council’s vision for a new-look high street.

It is also aiming to further enhance the surround of the stadium by generating more activity in the area and will feature a window design that will create an attractive frontage for the existing high street.

The flagship store will not only stock a greater range of LFC merchandise, it will also offer fans access to exclusive New Balance and 47 Brand products through branded shop-in-shops that will be housed within the space.

The number of payment stations will increase by 100 percent and the number of shirt printing locations will increase by over 500 percent in comparison to the current Anfield store.


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BDC 317 : Jun 2024