Club officials and staff, local businesses who have helped on the relocation project and friends of the club – including charity of the year Signposts and champion boxers Kay Prosper and Linus Udofia – were present at the new premises.

The new shop offers a large merchandising space, retail specific storage solutions, a dedicated area for the club’s ecommerce fulfilment and office space for the retail support team, who have all worked tirelessly in recent weeks – along with site and facilities manager Peter Kemp – to get the shop ready for opening after leaving the Mall last weekend.

Hatters head of retail Siobhan Kos-Hodge said: “Having a blank canvas to allow us to create a shopping environment our fans can be proud of has been an exciting project. Using Kenilworth Road as our inspiration, we have looked to make subtle and not so subtle nods to our home.

“Most obvious is our replica dugout with a crowd backdrop. The wall behind the counter is the same stone as we use in the board room, the changing room is the same style and wording as the players’ dressing room and the shop sign is inspired by that in main reception at the club. All of this detail is to ensure the fans feels like they are home from home when visiting us.”

Fans can visit the store to have a photo taken in the home dugout, where they can sit and recharge their own batteries as well as their phones.

A PlayStation game POD has FIFA20 installed to keep shoppers entertained, while there is a Luton Town gin sourced from a local distillery on offer for adults alongside all the club and Puma merchandise, with information boards explaining the kit selection and design process.

The shop opens for business on Saturday morning from 10am, with a special sensory hour for supporters who live with autism and other disabilities preceding that at 9am, when guests will be able to browse and purchase without crowds, with TV screens turned off and background noise reduced.

Please contact sascha.gustard-brown@lutontown.co.uk if you would like to attend during that time and we look forward to welcoming all supporters to the store in the very near future.

Anyone who parks in the RCP car park at Power Court will be able to get a refund of up to £2 with purchases over £20. Customers will simply need to make sure they obtain a receipt from the parking machine and present it at the time of purchase.

COYH!

OPENING HOURS:

9am-5pm: Monday-Friday

9am-5pm: Saturday

11am-5pm: Sunday

Address: 12-14 Park Street, Luton LU1 3EP