Advertisement

Newcastle chief speaks out after 'incredible' stadium upgrade as Adidas give big PSR 'jump'

Peter Silverstone and the old sign at Newcastle United's former club shop
-Credit: (Image: Reach Publishing Services Limited)


Newcastle United's new flagship club shop at St James' Park will open on Wednesday ahead of the Magpies' huge Carabao Cup clash against Chelsea.

Newcastle have worked alongside partners Adidas to transform the store, at the Gallowgate End, and create what the club have called a 'best-in-class retail experience'. The new shop will have an enhanced layout; an increased number of till points; an 'experiential zone' with a 10-metre steel replica of the Tyne Bridge and huge 8K LED screen; a kit customisation area; and the largest range of kit and official product lines.

Newcastle's chief commercial officer, Peter Silverstone, said: "We are incredibly excited to open the doors to our new club store at St. James’ Park. The transformation is incredible.

READ MORE:Newcastle could play with 'another player' in Carabao Cup as Chelsea stadium appeal made

READ MORE:Newcastle United chiefs reach Eddie Howe decision as pressure mounts and what boss told players

"Alongside our partners, Adidas, we have invested significantly into the store, and we are delighted to present our supporters with, what we believe, will be a world-class retail experience. We would like to put on record our sincere appreciation for all the support provided to us by Adidas alongside the many other contributors and contractors who supported the project.

"We have focused on enhancing every aspect of the store, from recognising our history and heritage in the design, through to creating an immersive digital experience, whilst striving to deliver exceptional service, even on busy match days.

"Supporters will have access to the best and widest range of Adidas kit, clothing and official merchandise anywhere, direct from the club, with the promise of even more exciting product ranges to come. The store will also feature the club’s own-brand products and other lines of clothing, and accessories, from the likes of New Era and Taylor Made."

CEO Darren Eales previously highlighted how the Adidas partnership represented a 'big jump for us as we can control our own retail and merchandise, which hasn't been the case before'.

The new shop will open first to The Mags+ members from 2pm-4pm on Wednesday and then to all supporters from 4pm. The club's current temporary outlet on Strawberry Place will be closed on Monday and Tuesday as retail operations are transferred.