The store, based at St. Andrew’s Trillion Trophy Stadium, has undergone a facelift and a thorough modernisation to make the fan experience easier and more enjoyable.
Boasting updated lighting, full Nike branding and a new racking system, the store offers a spacious environment in which to browse the full range of men’s, women’s and children’s wear.
“We're over the moon with the renovations,” said Blues’ Chief Commercial Officer, Ian Dutton.
“The retail experience for our supporters is going to be a much better one – it's all about them and their user journey. It’s about coming to the Football Club and having a really nice experience.”
Normal opening hours of 9am-5pm Monday-Saturday are in place – as are visitor guidelines due to COVID-19.
Please be aware that there is a maximum number of 20 supporters permitted inside the store at any one time, and as such there will be a queue management system in place at busier times.
Supporters are asked to wear a face covering, to use the hand sanitiser available next to the entrance, and to observe the social distancing rules as laid out by the floor markers.
A temporary barrier is in place between the entrance and exit lanes to maintain distancing, and where possible, doors will be kept permanently open to reduce high touch points and maintain the flow of fresh air.
In line with Government guidelines, the Blues Store changing rooms will remain closed until further notice.
The Club is committed to supporter safety and staff will make this a priority for all visitors.
Shop the Blues Store range online here: