Liverpool’s Major Retail Expansion: Anfield Store to Get a Huge Makeover | OneFootball

Liverpool’s Plans to Expand and Refurbish Anfield Retail Store: A Major Upgrade

Liverpool FC has submitted a significant planning application to expand and refurbish its flagship retail store at Anfield, aiming to enhance the overall fan experience at one of the UK’s most iconic stadiums. With more than one million visitors per season, the Anfield store has become a major destination for Liverpool supporters. Now, the club seeks to take it to the next level by expanding its footprint and improving its facilities.

Liverpool’s Flagship Retail Store: A Popular Destination

Anfield’s current 20,000-square-foot retail space, the largest LFC store in the world, has been in operation since 2017. This store was part of the broader expansion of the Main Stand, which increased the stadium’s capacity to 61,000. Since its opening, the store has played an important role in serving the growing number of fans flocking to Anfield, offering an array of Liverpool FC merchandise.

The proposed expansion, however, aims to improve this already popular space, with plans to increase the store size by nearly 4,000 square feet. According to the club’s official statement, the updated design will include a wider entrance, a revamped mezzanine floor, and improved accessibility with relocated staircases and escalators. More tills will also be added to help accommodate the crowds on matchdays.

Fan Experience at Anfield to be Elevated

The club is not just focused on increasing space but is also committed to creating a world-class retail experience. Lee Dwerryhouse, senior vice-president of merchandising at LFC, emphasised the importance of the revamped store in enhancing the fan experience. He stated, “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. Our flagship store needs to lead the way in the shopping experience for our fans.”

Photo: IMAGO

The new store concept will feature cutting-edge digital touchpoints and immersive storytelling elements. These upgrades are designed to further engage supporters and reflect Liverpool FC’s evolving brand identity. The store will be more than just a place to buy merchandise – it will become an interactive space that celebrates the club’s rich history and offers an even more memorable visit for fans.

Timeline and Temporary Relocation During Works

If the planning application is approved, work on the Anfield store’s expansion will begin in mid-May, with an expected reopening set for August 2025. During the renovation period, the store will temporarily relocate to The Kop Bar. The club has confirmed that the work will take place after the current football season ends, ensuring minimal disruption to supporters’ matchday experiences during peak times.

Liverpool FC’s plans to refurbish and expand its flagship retail store signify a broader ambition to meet the growing demand for fan engagement and retail experiences. With the increase in stadium capacity and the popularity of the club’s merchandise, the expansion is a natural step in keeping up with the ever-evolving needs of fans both locally and globally.

Photo: IMAGO

Global Reach and Growing Retail Presence

Liverpool’s retail operation is not limited to the flagship store at Anfield. The club also has a strong presence across the UK and Ireland, with seven stores and 14 external retail pods around Anfield that operate on matchdays. The club’s retail reach extends far beyond the UK, with Liverpool FC shipping merchandise to 191 countries across six continents. Additionally, the club operates 18 standalone stores worldwide – the most in the Premier League – and plans to increase this number to 20, with new stores set to open in Norway and Denmark.

This growing global retail network reflects the strength of Liverpool’s brand and its commitment to connecting with fans wherever they are. As the club continues to expand its retail presence, it is clear that the new and improved Anfield store will play a central role in fostering deeper engagement with supporters and offering a world-class experience for all visitors.