Liverpool announces significant upgrades to Anfield that fans will experience during matchdays next season.

Liverpool has revealed a major off-pitch project aimed at improving the shopping experience for fans at Anfield starting next season, following the approval of plans for a significant expansion of the club’s flagship retail store.

The updated store is set to reopen on August 1, just ahead of the 2025-26 season, featuring a modern design, enhanced accessibility, and upgraded digital experiences tailored for matchday attendees.

As reported by liverpoolfc.com, the Anfield store will increase in size by nearly 4,000 square feet, including a larger mezzanine and new digital storytelling areas.

Lee Dwerryhouse, Liverpool’s senior vice-president of merchandising, expressed excitement about the planning approval from Liverpool City Council, stating, “This new store will greatly improve the matchday experience for our fans and aims to set a benchmark for shopping during games.”

Originally constructed as part of the 2017 Main Stand redevelopment, the Anfield store is the largest retail outlet for Liverpool, welcoming over one million visitors each year.

While renovations are underway, the current store is closed, and a temporary shop is operating out of the Kop Bar. The new design will feature relocated staircases and escalators to enhance accessibility, a wider entrance, and additional checkout stations to reduce wait times.

This development is part of Liverpool’s broader retail strategy, which includes 19 official stores worldwide—more than any other sports club—with locations in Europe, Asia, and the USA. The Anfield store is one of seven in the UK and Ireland, supported by 14 external retail pods around the stadium on matchdays.

Additionally, Liverpool is making significant investments in its playing staff this summer, highlighted by a record deal for Florian Wirtz, showcasing their ambitious approach in the transfer market. With a reported £250 million budget for player signings, it’s evident that the ownership is committed to enhancing all aspects of the club.

The revamped Anfield store will introduce a new retail format, reflecting Liverpool’s updated branding and aiming to engage fans through innovation and improved accessibility.