Hammers cut ribbon at new Stadium Store

  • West Ham United open new Stadium Store on Queen Elizabeth Olympic Park
  • Captain Mark Noble cut the ribbon to formally open the Store at the London Stadium
  • Store is two-and-a-half times the size of its predecessor and contains a variety of new features
To celebrate the launch of the 2016/17 Away Kit, West Ham United captain Mark Noble formally opened the Club’s new state-of-the-art Stadium Store on Queen Elizabeth Olympic Park.

The Stadium Store, which is more than two-and-a-half times the size of its Boleyn Ground equivalent, boasts some 1,200 new product lines and will be open seven days a week for Hammers fans to get their hands on official Club merchandise. 

The Store is complete with some 44 till points and a dedicated shirt printing area with 12 printing machines, ensuring that supporters can look forward to exceptional service, even at the busiest times.    

Noble, who signed replica shirts for the first 16 Hammers to snap up the stylish new Away Kit, was joined by Academy starlets Josh Cullen and goalkeeper Sam Howes.      

“I don’t think I’ve ever seen so much West Ham gear,” said Noble, who endured a three-hour drive to Stratford after overnight flooding in Essex. “This is a whole new level for the Club and, to be fair, it looks great.    

“The opening of the Store shows just how close we are to making the move. This is a massive summer for the Club and we’re all looking forward to getting in there for those first couple of games, in the Europa League and then the Betway Cup against Juventus.”
The opening of the Store shows just how close we are to making the move
The new-look Store features a brand new personalisation station, allowing supporters to order all of their favourite West Ham merchandise including mugs, mouse mats, key rings and even mock newspaper clippings with any name they chose – all at the touch of a screen.

It is also furnished with giant digital screens which will show a wide-range of features including classic goals, historic moments, Club news, offers and information from Club partners.

Meanwhile, three leaves of the iconic John Lyall Gates from the Boleyn Ground have been relocated to the Stadium Store in tribute to one of West Ham’s all-time greats, the Club’s longest-serving post-war managers.   

Vice-Chairman Karren Brady added: “Our spectacular new Stadium Store will transform the customer experience for our supporters.               

“We’re delighted to be releasing 1,200 new lines of product today and with so many more till-points, we fully expect to serve supporters quickly even at the busiest times. 

“It’s been beautifully fitted out with West Ham touches all around and, with our very own coffee shop downstairs, I’m absolutely sure this is going to become a place that supporters really enjoy visiting all week long.   

“I urge supporters to come and see the iconic John Lyall Gates too. They are a poignant reminder of all that has come before and look magnificent, pride of place here, in the Store.”

To mark the occasion, wife of the late John Lyall Yvonne and his son Murray were all in attendance to see the gates in their new home in person. 

“We’re honoured that Karren Brady has delivered on her promise to take the John Lyall Gates with us to the new Stadium. That means so much to us as a family."  

A final addition to the new store is a brand new bespoke coffee shop named West Ham United Coffee Co. where fans can take a break and enjoy the surroundings of the Queen Elizabeth Olympic Park.