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New rugby store from the RFU at Twickenham

Rugby Union has a fresh retail face, with the opening of a redesigned store at Twickenham Stadium.

The store has been developed as a collaboration between the Rugby Football Union (RFU), the national governing body for the sport of rugby union in the UK, and licensed sports merchandise company Fanatics. The two groups had originally agreed a ten year partnership on global ecommerce rights, but last year extended this to include retail outlets at Twickenham until 2025.

The relaunch is the result of a year-long research and development exercise, undertaken

to create a store which could offer a best-in-class experience for both casual visitors and for match day fans, during the peak periods around major fixtures. The first international fixture for the new store will be England’s meeting with South Africa in the Quilter Internationals on 3 November 2018. Leeds-based consultancy The Shopper Agency has designed the store, with the refit handled by Adept.

“After the extension of the partnership, we entered into a joint mission to create an engaging retail experience inside the world’s most iconic rugby union venue. Together with our tried and trusted global omni-channel shopping experience, we now have a package which befits the RFU’s global standing and we’re proud to be in a partnership that focuses on providing the best possible retail experience for the fans,” says Fanatics international head of retail and events Chris Bailes.

The store opened yesterday (9 July 2018). “Twickenham Stadium is the home of rugby and our new store has been designed to ensure people who come to Twickenham, whether on a match day or non-match day, have a great experience. We pride ourselves on our world class facilities at Twickenham, which include the newly refurbished World Rugby Museum opened earlier this year and the redesigned East Stand launching in the autumn,” says RFU head of licensing and retail Kate Worlock.