LFC reopens flagship Anfield store to celebrate new kit launch with adidas

The squad numbers of the summer arrivals for the men's and women's teams were confirmed ahead of the opening.

The store features new digital touchpoints, storytelling and fully incorporates the new LFC brand theme, elevating the fan experience and improving engagement even more.

The flagship store was purposely built in 2017 as part of the Main Stand expansion work. As the largest LFC Retail store in the world, it welcomes more than one million visitors per season.

Following the recent store launch in Hong Kong during the pre-season tour, LFC now has 20 official retail outlets globally – more standalone stores than any other team in world sport.

The look and feel of the new flagship store is a celebration of the evolving culture and success of one of the world's greatest football clubs.

The design draws from the architecture and material palette of Anfield, echoing the industrial, maritime and red-brick heritage of Liverpool.

There is a new dramatic, imposing Liver bird crest statue at the store entrance, alongside a scarf display inspired by the Shankly Gates and fitting rooms that take cues from the club's AXA Training Centres.

On the first floor, an extended mezzanine houses a dedicated space for the club's retro range, clad in striking corten steel and green marble. There is a larger print shop, which incorporates materials recycled from the city.

A larger space in the store is now dedicated to the kit the players will wear for the season ahead and also a brand-new, panoramic wall-to-wall screen that can be viewed from the mezzanine edge.

Lee Dwerryhouse, senior vice-president of merchandising at LFC, said: "We're excited to officially reopen our flagship retail store at Anfield after a post-season refurbishment.

"This project has included some major remodelling work with a relocation of the staircase and escalator to improve accessibility for our fans. As our flagship store, we know it's a destination for our passionate and loyal fans visiting the home of LFC.

"We're also thrilled to be able to open the store along with the official launch of the new home and away kits with adidas for the season ahead. This store is going to lead the way in the shopping experience for our fans and also meet the demands of a busy matchday crowd better."

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