Newcastle United football club is embarking on exciting upgrades to its retail experience, pledging to transform how fans engage with the club on and off the pitch. This initiative aims to create what they refer to as a 'best-in-class' experience for supporters, taking inspiration from European giants like Borussia Dortmund.
Peter Silverstone, Newcastle United’s chief commercial officer, emphasized the ambition behind the project. His vision is clear: to bring Newcastle United fans closer to the club through enhanced retail offerings. "Our ambition is to bring Newcastle United supporters even closer to the club through a best-in-class retail experience," Silverstone remarked during the announcement of the new stores.
The proposed upgrades include the imminent opening of a refurbished club shop at the Gallowgate End, set to launch before the end of October. This move is strategically timed just before one of the busiest shopping seasons of the year.
But that's not all. Newcastle United is also set to open another club store at the Metrocentre, one of the North East's most popular shopping destinations. This location will house various official merchandise and club-branded products, including the much-sought-after adidas kits and training wear. Silverstone noted, "Opening a new Metrocentre store is the next step in our retail evolution. It re-introduces the club to fans at this iconic shopping destination, alongside other leading international brands.”
Newcastle has long understood the importance of retail sales and their impact on the club's finances. The leadership believes the more revenue they generate off the pitch, the more resources they can invest back onto it. Under the previous ownership of Mike Ashley, the club shops fell short and needed revitalization – something the current regime is taking seriously since Castore took control of merchandise operations back in 2021.
Silverstone’s commitment to reflect the vibrancy and availability of products similar to those found at Dortmund’s flagship store demonstrates the forward-thinking nature of this endeavor. He shared his excitement about being able to cater to fan requests directly. "Let’s say our fans want Newcastle United garden hoses. We can get feedback directly from them now, and then try to find those products. So, being in-house like this is real step change for us," he elaborated.
Construction for the Metrocentre location has already begun, with plans to offer customers around the clock access to the club’s merchandise. The store is set to operate seven days per week, accommodating various shopping habits with extended hours—open from 9 am to 9 pm on weekdays, 9 am to 7 pm on Saturdays, and 11 am to 5 pm on Sundays.
This multi-store strategy is not only aimed at enhancing the fan experience but also signifies Newcastle United's growing brand presence within the community and beyond. The club's works aim to personalize the shopping experience, ensuring supporters feel connected to their beloved team even when they're not at St. James’ Park.
To add to the convenience, Newcastle United has also launched its global e-commerce platform, shop.newcastleunited.com, enhancing the shopping experience for fans worldwide. This successful launch, combined with the physical stores, aims to reach even more supporters and increase merchandise sales during pivotal times, such as the holiday shopping season.
Looking forward, Newcastle United is gearing up for what they hope will be the most engaging retail environment their fans have experienced to date. The chance to shop for exclusive merchandise coupled with the excitement of game days is poised to create a buzzing atmosphere for fans both at the club's home and around the region.
Overall, Newcastle United’s dual store openings reflect their commitment to becoming more than just a football club but also a retail powerhouse within the region—a move many fans seem eagerly awaiting.
