The latest off-field development at Warrington Town

AS things build up towards a return to on-field action, Warrington Town are continuing to make strides forward off it.

Today, the club have confirmed the launch of a new club shop to provide them with an off-site retail space away from Cantilever Park.

Previously, physical sales of club merchandise could only be made on home matchdays but now, supporters will be able to count upon a retail presence for at least five days per week.

The shop is situated on Knutsford Road just outside Latchford Village – a short walk from their home ground – with the opening day and hours yet to be confirmed.

A new club website and online shop is also being launched to coincide with the opening of the shop, which will stock this season’s new home and away kits along with a range of other merchandise.

The new kits – the first of their multi-year partnership with US-based manufacturer Capelli Sports – will be launched tomorrow at a free public event at Gravity Social in Time Square.

“The demand for replica shirts and other merchandise was such last season that it was a challenge at times to keep up with demand, and also logistically controlling things like managing stock and distributing orders,” the club’s media and commercial manager James Gordon said.

“So the decision was made to explore whether a day-to-day physical retail outlet would be worthwhile for the club to help service fan expectations.

“With there being limited options at the ground itself to place a shop that would be accessible and prominent for fans to access on a day-to-day basis, we explored opportunities elsewhere and found a location just half a mile from the ground that also presents us with an opportunity to promote the club and its fixtures on a busy main road.

“It now means that we will operate as a proper retail outlet, rather than just having a club shop that opens on home match days only.

“We also see it becoming a meeting point for fans and a way to engage with each other and the club outside of the traditional matchday experience.”