Liverpool is gearing up for a major expansion of their retail megastore located adjacent to Anfield, with a planning application already submitted to Liverpool City Council.
The proposed blueprint could see the store’s footprint expand by nearly 4,000 square feet as the club plans to extend the mezzanine floor and revamp the store in time for the 2025/26 season.
Built in 2017 as part of the Main Stand expansion project, the current 20,000 square foot Anfield retail store is the largest Liverpool retail outlet globally. It attracts over a million visitors per season, and an expanded store will further boost the club’s commercial income, especially as they transition from Nike to Adidas, a deal for which the first supposed new home kit has already been leaked.
Set to officially open its doors in August 2025, the revamped store will be the first to feature the new concept shop fit. The proposed changes include widening the existing entrance, expanding the mezzanine floor, relocating the staircase and escalator to enhance accessibility, and adding more tills.
This store is one of seven club retail outlets across the UK and Ireland, with other local stores including a space at Liverpool One and another in Chester. Additionally, the retail team operates 14 external retail pods around Anfield, which are open on matchdays, reports the Liverpool Echo.
Liverpool FC’s retail empire boasts shipping to 191 countries and maintains a presence across six continents, with 18 stand-alone stores leading the Premier League pack. That number is set to climb to 20 as Denmark and Norway are marked for new store openings.
In a statement, Lee Dwerryhouse, Senior Vice-President of Merchandising at Liverpool, shared insights on the expansion plans: “The plans to expand the store will make a huge difference to the overall fan experience and suit the needs of our largest retail store.”
He underscored the brand’s commitment to innovation stating: “Our flagship store needs to lead the way in the shopping experience for our fans and the new-look store concept will meet the demand for the additional matchday crowd since the stadium capacity expanded to 61,000.”
Dwerryhouse elaborated on the anticipated shopping environment: “This world class shopping destination will include new digital touchpoints, storytelling and will also fully incorporate the new LFC brand theme, elevating the fan experience and improve engagement even more.”
With progress underway, the renovation is slated to begin mid-May with the grand reopening set for August. Meanwhile, customers can expect the store to make a temporary move to The Kop Bar during June and July post-season.
