ClubNew and improved Liverpool FC store unveiled in Dublin

Ahead of the Europa League match against Sparta Prague on Thursday, former Reds midfielder McAllister joined fans to officially unveil the new and improved Ilac Centre store.

The Ilac Centre has been home to LFC Retail for more than a decade, and the new, bigger store will mirror the brand-new Swords Pavilion store look and feel. Interior design elements are inspired by the architectural history of the home city, featuring metal and brick elements.

The new concept, which is being rolled out globally, has fresh elements based on supporter insight and what they wanted to improve in-store – such as stronger signposting of products, improved changing facilities, and more accessible stores.

Mike Cox, senior vice-president for merchandising at LFC, said: “We’ve been located in the Ilac Centre for a decade now and it’s time to give the fans a new and improved shopping experience.

“The store is 40 per cent bigger and reflects the new branding we’re rolling out globally. This is our second store to launch in Ireland in a matter of months, reflecting our support and strong fan base in the country.”

For this store, three new permanent positions have been filled, adding to the 11 existing roles. This is the club’s second new store opening in the Republic of Ireland in the past three months to connect with its loyal Irish supporters.

The shop will house official merchandise, including the LFC Nike kit, training and lifestyle range, plus hundreds of exclusive LFC label products. Jerseys can be printed in-store with the current Reds men’s and women’s team members or be bespoke to your own name.

The store will also have the new Liverpool FC x LeBron collection that launched this week.

The club now has seven permanent stores in the UK and Ireland, taking the total to 16 permanent locations across the globe.