Birkenhead has been announced as the latest location for a brand new Liverpool FC store, opening in mid-November.
The 1,400 sq. ft. unit will be the first to showcase the Reds' new retail concept, which will be the model for a roll-out of new-look stores across the world.
Located in the Pyramids Shopping Centre, the store will sell everything LFC related and will provide the large number of Reds fans on the Wirral with an easy-access outlet to get hold of the latest club merchandise.
The Pyramids Shopping Centre shop will become one of the club's six outlets across the United Kingdom, including Anfield, Liverpool One, Williamson Square, Chester and Belfast.
Director of merchandising at Liverpool FC, Mike Cox, commented: "A large part of the Liverpool FC family is from across the Mersey so it's fantastic that we've secured the latest store at the Pyramids Shopping Centre.
"There will be lots on offer at the new site and it will house all of the main pieces of Liverpool FC merchandise, including our own-brand clothing ranges, which are hugely popular with men, women and children."
Derek Millar, commercial director for Pyramids Shopping Centre, said: "The arrival of the first new-style Liverpool FC store at our shopping centre is a massive coup for us.
"It is so exciting to be part of what is happening here at the moment - not just for the Pyramids and our team but also for the Birkenhead community who are very loyal to the shopping centre and deserve to see these sorts of hugely positive developments for their town."
Reds fans can expect the latest shop to open in mid-November 2013, and some exciting activity for the official launch day is currently being planned. To get all of the latest updates, follow Liverpool FC on Facebook and Twitter or stay tuned to the official website.