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Chelsea FC launches new flagship store

Chelsea Football Club has launched a new flagship megastore at its Stamford Bridge stadium.

GENERAL MERCHANDISE

Chelsea FC launches new flagship store

The new store concept was delivered by Germany’s Schwitzke Group with support from rpa:group’s project management team.

With the works completed in just eight weeks, the reconfigured Chelsea FC Superstore covers two floors and 900 square metres.

The project including redesigning the old store to improve customer circulation and efficiency of throughput on big match days, with a bank of 20 pay points to facilitate rapid payment.

The store also focuses on the customer experience by offering services such as personalised tour photo viewing points and a special print shop delivering bespoke home and away shirts bearing customers’ names.

Nigel Collett, chief executive of rpa:group, said: “This was an exciting job for us and we were able to call upon the skills that were used when we delivered the Olympic Megastore for London 2012. Like that project the Chelsea FC store had to be delivered in a very tight time frame which calls for efficient and speedy delivery from our project management team.”

The project also called for a total reconfiguring of the store front. This now has a blue and gold fascia featuring the club’s lion logo and full height glass windows with supersized graphics of players.

Internally, a display cabinet runs through the two floors displaying Chelsea’s coveted cups and awards while festival sized screens show footage of key Chelsea matches.

 

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