The Pyramids Shopping Centre in Birkenhead became the sixth location for an Official Liverpool FC Store in the United Kingdom when it opened on Friday morning.
Standing at 1,400 square feet, the outlet is the first to showcase the Reds' new retail concept and acts as the model ahead of a roll-out for new-look LFC stores across the world.
Selling everything LFC-related, the Birkenhead store joins Anfield, Liverpool ONE, Williamson Square, Chester and Belfast as the club's six outlets throughout the UK.
Artist's impression of the new store
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Mike Cox, director of merchandising at LFC, 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, added: "The arrival of the first new-style Liverpool FC store at our shopping centre is a massive coup for us.
"It is an indication of the sorts of big names we are attracting because of the high-level investment that is being pumped into the shopping centre.
"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."
An official launch event for the new store, featuring exciting related activity, will take place later in November. Check Liverpoolfc.com and the club's social media channels for further information.