Liverpool FC plot new flagship Anfield store

Work on Liverpool FC’s new two-level store at Anfield Stadium is about to get underway.

Marking another milestone in the £260m regeneration of Anfield, the development will create around 60 jobs and form part of Liverpool City Council’s plan to overhaul Walton Breck Road.

The flagship site will provide fans with exclusive product ranges, a ground-floor café open on both matchdays and non-matchdays, an increased number of shirt-printing locations and multiple payment stations to minimise checkout congestion.

At 19,500 sq ft, the new store will be four times bigger than the existing Anfield shop and incorporate a new design concept that takes inspiration from the architecture of Anfield, including the Kop and newly expanded Main Stand.

Liverpool FC’s chief commercial officer, Billy Hogan, 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.”

He added: “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.”

The scheme will be located on the Walton Breck Road high street and open early in the 2017/18 season.

Liverpool’s Deputy Mayor, Cllr Ann O’Byrne, commented: “The new club store will be a key anchor for a new and revitalised high street in Anfield and is creating more much needed jobs.

“It is hoped that it will also attract new businesses keen to take advantage of a unique location next to one of the world’s most famous football clubs, while helping to support many of the existing businesses by driving more people to the area.”

Speaking further, Cllr O’Byrne said the store marks an “important moment in the Anfield Regeneration Project”, which has already created hundreds of new and renovated homes, delivered environmental improvements and stimulated jobs growth.

She continued: “We are also seeking other retail, leisure and food and drink operators to stand alongside Liverpool FC’s fantastic new store by investing in the new high street which will emerge over the next few years.”

The multi-million pound regeneration of Anfield is being delivered in phases over the next three to four years through a partnership between LFC, Liverpool City Council and housing provider Your Housing Group.