Twickenham has opened the doors to its new stadium store with Fanatics in an effort to further develop the Rugby Football Union’s (RFU) global retail and e-commerce programme.

Licensed sports merchandise firm Fanatics last year extended its original 10-year partnership with the RFU until 2025 with the addition of all official retail outlets at Twickenham Stadium and non-technical product rights.

The new England Rugby Store is a key aspect of the RFU’s match day and non-match day fan programme following recent investment in the World Rugby Museum and Stadium Tour operations.

Kate Worlock, RFU head of licensing and retail, said: “We are delighted to be re-launching our new and improved England Rugby Store in partnership with Fanatics today. Twickenham Stadium is the home of rugby and our new store has been designed to ensure people who come to Twickenham, whether on a match day or non-match day, have a great experience.

“We pride ourselves on our world class facilities at Twickenham, which include the newly refurbished World Rugby Museum opened earlier this year and the redesigned East Stand launching in the autumn.”

Fanatics took the original store into management under the terms of the new agreement.

The first international fixture for the new store will be England’s meeting with South Africa in the Quilter Internationals on November 3.

Fanatics’ international head of retail and events, Chris Bailes, said: “After the extension of the partnership, we entered into a joint mission to create an engaging retail experience inside the world’s most iconic rugby union venue.

“Together with our tried and trusted global omni-channel shopping experience, we now have a package which befits the RFU’s global standing and we’re proud to be in a partnership that focuses on providing the best possible retail experience for the fans.”

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