Club. Temporary club store opens as e-commerce website launched

29 May 24

A new temporary club store has opened outside St. James' Park as Newcastle United's retail operations move in-house for the first time in more than a decade.

The store on Strawberry Place was opened by CEO Darren Eales on Wednesday morning - while the club's new e-commerce website has now also been launched.

The new online retail platform - - will support 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 was officially opened on 29th May to coincide with the closure of the existing stadium store and in time for England men's and women's international matches.

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.

"We are building a passionate local team to drive this new retail operation, helping us to deliver on the huge demand for Newcastle United products through best-in-class service.

"We recognise it will take time to get our service to the perfect levels we strive for, and we thank supporters for their patience as we go through this important transitionary period over the summer months."

The temporary club store will initially sell a new range of Newcastle United-branded merchandise before the launch of adidas products - starting with the 2024/25 home kit from 7th June.

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