Fanatics - England Rugby

Fanatics unveil new England Rugby Store at Twickenham Stadium

Capturing the electricity of the home of rugby with a new, dynamic retail concept that is befitting of the world's most iconic Rugby Union venue


Following the success of the Welsh Rugby Union store redesign, The Shopper Agency was commissioned to transform the England Rugby Store for Fanatics, the global leader in licensed sports merchandise.


To create and design a dynamic and exciting retail environment that epitomised the world’s most iconic rugby venue, whilst appealing to the unique wants and needs of sports fans today.


Creating an immersive retail experience that allows for the huge match day footfall of the 82,000 capacity stadium, whilst also seamlessly integrating the RFU’s impressive list of brand partners into store; Canterbury, Gilbert, Adidas and Opro.  


By flipping the current store arrangement on its head, we replanned the store layout to encourage natural and easy customer flow, with a completely redesigned cash desk system to allow shoppers a faster and more enjoyable shopping experience. By aligning with the RFU brand look and feel, our design was a visual celebration of England Rugby using light and colour to hero the St George’s cross and the famous white England jersey. The store has a dramatic circular entrance, that opens into a bright and contemporary space boasting a flexible retail system.


The new store incorporates the stadium store base and entrance to the stadium museum creating the perfect centre point for the full stadium experience. The space also maximises the opportunity for the client to increase retail revenue.

Claire Matthews Head of Partnerships

“The Shopper Agency have delivered a design concept which completely transforms the England Rugby Store to create a best-in-class environment, fully in-keeping with the overall fan experience at Twickenham Stadium, the home of rugby. Beyond the impactful entrance area, visitors will find the new store layout much more engaging and intuitive, heroing our fantastic England Rugby product range. We’re delighted with the design creativity The Shopper Agency have provided on the project.” 

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