Liverpool Football Club has been granted permission by Liverpool City Council to revamp its main retail space at Anfield, the club shop that sits outside The Kop.
The space, which is expected to open on August 1, will debut ahead of the 2025/26 soccer season, which begins with Liverpool's match against Bournemouth on the 15th. That game will be the first of the Premier League campaign, with the champions kicking things off in the Friday night fixture.
The current store is the largest official retailer for the team and attracts about a million supporters each year. Following a $30 million (£22 million) rise in matchday revenue to $137 million (£102 million) for the 2023/24 financial year, this updated retail space is anticipated to drive increased sales.
The renovated store will cover nearly 4000 more square feet of floor space, with modifications including expanded mezzanine flooring, an enhanced main entrance area, updated accessibility options by repositioning the staircase and adding another escalator, and further tills with solely card payment facilities.
Commenting on the proposed development, Lee Dwerryhouse, senior vice-president of merchandising, expressed satisfaction at having secured permission: "We're thrilled to have received planning permission for the new look store at Anfield from Liverpool City Council.
"We've had a very busy end of season since winning the Premier League. This new store is going to make a huge difference next season.
(Image: PA)
"We want our new-look flagship store to lead the way in the shopping experience for our fans and also meet the demands of a busy matchday crowd.
"The store is going to feature new digital touchpoints, storytelling and will also fully incorporate the new LFC brand theme, elevating the fan experience and improve engagement even more."
The current store was launched in 2017 alongside the Main Stand's $148 million (£110 million) facelift. It stands as one of 19 official outlets across the globe.
Liverpool begins the new season with a home game against Bournemouth. It then travels to Newcastle United the following weekend and has Arsenal at Anfield before the first international break.
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Fanatics Official Sports Apparel — Liverpool
Arne Slot's side could have several new players by that point. New signings Jeremie Frimpong and Armin Pecsi have already been confirmed, while a deal for Florian Wirtz has been agreed.
Milos Kerkez, the Bournemouth left-back, is also expected to come through the door, while the likes of Harvey Elliott and Darwin Nunez could be on the way out.
Liverpool concludes the season with Crystal Palace at home, Manchester United away, Chelsea at home, Aston Villa away and then Brentford at home. The first Merseyside derby at Everton's new ground, the Hill Dinkinson Stadium, is not until mid-April, though the sides could meet before that in one of the domestic cups.