Liverpool Receive Permission to Begin Major Changes to Anfield – Confirmed | OneFootball

Liverpool’s Anfield Retail Expansion Signals Strategic Growth

Liverpool FC have officially received planning approval from Liverpool City Council to significantly expand and refurbish its flagship retail store at Anfield. With more than one million visitors passing through the store annually, the announcement marks a major step in the club’s continued off-pitch evolution, aligning its commercial strength with its recent on-field dominance under Arne Slot.

This move is more than just bricks and mortar. It’s a clear statement of intent — Liverpool are not merely satisfied with Premier League glory, they are setting new standards in fan experience and global retail presence.

New Era for Fan Engagement at Anfield

The refurbishment plan, submitted earlier this year, will increase the store’s footprint by nearly 4,000 square feet, taking the total to around 24,000 square feet. While Anfield’s Main Stand expansion set a precedent for physical growth, this latest project brings commercial infrastructure into sharp focus.

“Liverpool FC has successfully received planning permission by Liverpool City Council to expand and refurbish its flagship retail store located outside Anfield,” the official club statement read.

Photo: IMAGO

Planned changes include widening the entrance, revamping the mezzanine floor, relocating key internal structures like staircases and escalators to enhance accessibility, and introducing more tills to cope with demand, especially on matchdays. These are practical improvements designed to reflect the rhythms of modern match-going supporters.

Expanding a Global Retail Empire

This store is not just a local facility. It’s the largest LFC retail outlet in the world, built as part of the Main Stand redevelopment in 2017. The newly revamped store will open on 1 August 2025, just ahead of the 2025/26 season opener on 15 August, when Liverpool face Bournemouth at home as defending Premier League champions.

“LFC now has 19 official retail outlets globally – more standalone stores than any other team in world sport, including football and US franchises,” the club revealed. That’s not just impressive, it’s industry-leading. The retail footprint includes seven stores across the UK and Ireland, plus 14 matchday retail pods positioned around Anfield.

This underlines Liverpool’s dual identity — both a local institution and a global superpower.

Statement of Intent from the Club’s Leadership

Lee Dwerryhouse, the club’s senior vice-president of merchandising, spoke with clarity about the project’s scope and impact:

“We’re thrilled to have received planning permission for the new-look store at Anfield from Liverpool City Council.”

He added:

“We’ve had a very busy end of season since winning the Premier League, and this new store is going to make a huge difference next season.”

His comments highlight the club’s clear vision to lead in every sector it touches — from the pitch to merchandise.

The store will feature new digital touchpoints, immersive storytelling, and will incorporate the new LFC brand theme, delivering what Dwerryhouse calls an elevated fan experience. It’s a nod to modern retail trends, where storytelling and technology meet commerce.

Our View – Anfield Index Analysis

It’s another proud day for Reds supporters. Anfield isn’t just a stadium, it’s a symbol of identity, passion and connection — and this announcement proves Liverpool are as invested in the supporter experience as they are in silverware.

The timing couldn’t be better. After a historic title win under Arne Slot, the fanbase is buzzing. Seeing the club capitalise on that momentum by investing in its infrastructure shows ambition and care in equal measure. This is how clubs behave when they know their value and want their supporters to feel it too.

Expanding the store means shorter queues on matchdays, more access to merchandise for fans flying in from abroad, and more immersive experiences for locals and tourists alike. Throw in digital upgrades and storytelling zones, and you’re not just buying a shirt — you’re stepping into Liverpool’s narrative.

To fans, this isn’t just a shop. It’s a landmark. One that tells you everything you need to know about where this club is headed.