Fanatics - Welsh Rugby

Reinventing Welsh Rugby for Fanatics

Understanding the unique mission of sports fans visiting a national stadium, we reinventing the WRU store at the Principality Stadium with Fanatics.


We were commissioned by Fanatics because of our detailed understanding of the shopper (sports fan), brand (WRU) and channel (stadium retail).


To breathe new life into the stadium retail experience for Welsh Rugby Union at their Principality Stadium store.


Creating a retail experience that matches the excitement of match day, understanding the unique mission of a sports fan making a pilgrimage to the national stadium.


Considering the different match day and non-match day missions, we set about planning the store layout to encourage natural and easy customer flow as well as giving the client flexible merchandising layouts.

Understanding that the stadium store is often the starting or ending point for a fan on match days we needed to create a store design that matched the passion and excitement of that day.

From in-store communication, navigation, lighting and fixture design we wanted to make the store not only easy to shop, but an inspiring space in which to begin or finish a stadium visit.


The refreshed store design has created a retail experience that sets the tone for any stadium visit experience, as well as maximising the opportunity for the client to increase retail revenue.

Claire Matthews Head of Partnerships

"The Shopper Agency fully understood the brief – and Welsh Rugby’s brand – from the outset, delivering a design concept which ticked all the boxes, creating a significantly enhanced customer experience for Welsh Rugby fans. They’ve also included some cleverly thought through touchpoints which bring WRU’s brand values to life within the fully transformed store environment."

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