ClubLFC submits planning application to refurbish flagship retail store at Anfield

The proposed plans could see the store size increase by just under 4,000 square feet as the club extends the mezzanine floor and revamps the store ahead of the 2025-26 season.

The current 20,000 square-foot Anfield store was purpose-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.

The new and improved store will be the first of the new concept shop fit and is planned to officially open in August 2025. The proposed plans include the widening of the existing entrance, expansion of the mezzanine floor, relocation of the staircase and escalator to improve accessibility, and the addition of more tills.

The Anfield store is one of seven LFC retail stores across the UK and Ireland. There are also 14 external retail pods around Anfield, which are open on matchdays.

The club ships to 191 countries and has a retail presence on six continents, which includes 18 standalone stores, the most in the Premier League. This is soon to increase to 20 with new standalone stores planned in Denmark and Norway.

Lee Dwerryhouse, senior vice-president of merchandising at LFC, said: “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 and the new-look store concept will meet the demand for the additional matchday crowd since the stadium capacity expanded to 61,000.

“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 improving engagement even more.”

If successful, the proposed programme of works will commence in mid-May for reopening in August. After the current season ends and during June and July, the Anfield store would be temporarily relocated to The Kop Bar.