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Phase two will see a new-look and redeveloped club store, spanning across two levels, as it undergoes its first major overhaul since the stadium opened its doors in 2011.

Following the Arsenal match on 4 January, the store and Dick’s Bar will close to begin this refurbishment work, but a new temporary store will open in Bennett’s Field offering the full range of Albion merchandise with the same opening hours from Wednesday 15 January.

Fans will still be able to shop online and in-person at our new permanent store at Churchill Square in the city centre in the interim period, and we have extended our Christmas returns window until Saturday 25 January.

The new Megastore will take up space that previously housed the club museum and Dick’s Bar, and better cater for the huge increase in demand, especially on matchdays.

The club museum will relocate to a permanent base in the city centre in 2026/27, with further details being announced in the spring of 2025. The Terrace will become the new pre-turnstile bar, serving general admission ticket holders. One of our bar areas, servicing supporters on the north concourse will be renamed as Dick’s bar later this season. The north concourse is due to be fully refurbished in the summer of 2026.