Take a peek at how Liverpool FC’s new Anfield store will look

Outlet on Walton Breck Road will be four times bigger than the current one and will see the creation of 60 full and part-time jobs. Tony McDonough reports.

Computer-generated image of what Liverpool FC's new Anfield store will look like
Computer-generated image of what Liverpool FC’s new Anfield store will look like

Liverpool Football Club begins work on its new stadium store this week with the outlet being four times the size of the current one.

The 19,500 sq ft shop will be located on Walton Breck Road and forms part of Liverpool City Council’s plan to rebuild the entire street and will see the creation of 60 jobs.

The store will comprise two storeys and will include a café on the first floor and will open on both match days and non-match days.

The colour scheme and materials will take inspiration from the architecture of Anfield and will incorporate design references from the original and current Kop as well as the expanded Main Stand.

Billy Hogan, chief commercial officer, Liverpool FC, said:  “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.”

Computer-generated image of what Liverpool FC's new Anfield store will look like
Computer-generated image of what Liverpool FC’s new Anfield store will look like

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

Set to open early in the 2017/18 season, the outlet will create around 60 permanent and casual roles.

The work on the high street, which will be carried out in phases over the next three to four years, is the latest stage in the £260m regeneration plan announced in 2013 which is being driven by a partnership of Liverpool City Council, Your Housing Group and Liverpool FC.

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