• 25 % growth in sales in the first week
  • 2000  more units of stock out on display
  • 10  minutes maximum queue time

Creating a Retail Destination

ROAR was tasked with redesigning the Leeds United store by addressing issues of stock and flow to increase sales. ROAR went beyond and designed something different from any football store. Every little detail was designed to represent the history of the city and club, transforming it from store and into a destination. We started at the ground, finding details familiar to Elland Road – the structural triangular shapes and the brutalist concrete zigzags – and we brought these details into the store. Our colour palette – putty, imperial blue and antique gold – is a nod to the history of the city of Leeds, in particular the Corn Exchange – but chosen to chime with the club colours and the stadium.

“We went to ROAR because we didn’t just want any football store, we wanted the football store. A 25% sales growth in our first week is obviously a huge benefit for the Club, but the response from our fans has to be the most rewarding thing.”

Simon Moss, Head of Retail @ Leeds United F.C