Newcastle United fans will soon see a significant facelift at St James’ Park as the Magpies prepare for the return of Adidas.
A United statement read: “We have commenced work to move its retail operations in-house for the first time in more than a decade with the construction and imminent installation of a temporary club store and new e-commerce website.
“Following initial groundworks in April and May, the first of five modular ‘Rapid Retail’ units began to arrive at St. James’ Park on Wednesday to form a larger temporary store that will serve fans this summer.
“Meanwhile, the club is currently building a new online retail platform – shop.newcastleunited.com –that will go live on 29th May, supporting the sale of official merchandise to supporters around the world.
“For visitors to St. James’ Park, the temporary store will be situated between The Strawberry pub and the St. James’ STACK presented by Sela, and will be operated by Newcastle United’s new in-house retail team. It will also officially open on 29th May to coincide with the closure of the existing stadium store, which is currently operated by Castore, and in time for England men’s and women’ international matches.”
Adidas’ arrival will see Castore move on after ending their agreement with Newcastle early last year. On that, United said: “When the agreement between Castore and the Magpies concludes later this month, the current stadium store beneath the Gallowgate End will undergo a significant refit. In its place, a brand-new retail experience will open later this summer as part of the upcoming partnership between Newcastle United and global sportswear giant, Adidas. The temporary store will then be removed.”
Peter Silverstone, Chief Commercial Officer at Newcastle United, said: “We are hugely excited about engaging with supporters directly through our new in-house retail operations. We have big plans for our retail business, and the first step on the journey is to launch a new digital retail platform while completely revitalising how we meet supporters’ needs in our physical stores.
“The temporary store at Strawberry Place will enable us to close the existing retail outlet at St. James’ Park and put significant investment into the site. The result will be the launch of a world class retail experience at a flagship stadium store, filled with new kit and merchandise that we anticipate will be hugely popular.
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