Ipswich Town opens new club shop in the Buttermarket

Why it matters: The store brings the club into the heart of the town centre, making it easier for supporters to pick up shirts, gifts and official merchandise without a trip to the ground.

The details: The store, in the Buttermarket unit previously home to Superdry, features dedicated home, away and third kit sections, along with a printing counter for shirt personalisation.

• Name and number (up to 12 letters): £15
• Premier League sleeve badge: £6
• Short number: £7.50

What they're saying: Fans who visited on opening day welcomed having a club shop in town.

• Kelvin, who has supported Ipswich Town since 1959, said the store meant "accessibility" and used his visit to pick up his grandson's Christmas present.
• Adam said the town had a club shop "years ago" and that "a lot of people have been wanting" one to come back. "It just saves you going all the way down to the ground all the time. So yeah, it's really, really good," he said.
• Lewis, a fan for the past four years, bought a long-sleeve third shirt after missing out when it first went on sale. He said the new store meant no longer having to "go all the way over to the football club", adding: "It's nice and easy to access."

On the pitch: Fans were in high spirits about the club’s fortunes. Asked how he felt about the club at the moment, Kelvin said: “Amazing.” Damian said: “Oh, it’s brilliant. Now they’ve got into the Premier League, it’s a lot better.”

Lewis said: "I feel like anything's possible. Just to stay up in the league would be a good start and see what happens from there."

Opening weekend: The Buttermarket has lined up a weekend of events to celebrate the store's arrival.

• Friday, 6 November: Player appearances from 16:00 to mark the official opening, plus a Golden Giveaway, a Fan Card Booth and limited edition merchandise. The Buttermarket notes this is not a player signing event.
• Saturday, 7 November: ITFC Foundation activities and Spin the Wheel from 09:00-13:00, followed by a visit from Bluey from 13:00-14:00.

For context: The store is showcasing the club's new third shirt, a collaboration between Ipswich Town and fan-led collective Call Me Ted.

• It features a Tudor-inspired map of Ipswich by Ipswich artist Steve Haugh, also known as Go Bernard, including the Cornhill, Christchurch Mansion, Wolsey's Gate and Portman Road.
• According to in-store signage, £1 from every new third shirt sold will be donated to the ITFC Foundation, "supporting those who need it most in our community".
• Opposite the store, a mural by street art company Murwalls features a golden Suffolk Punch with a football at its hoof and the words "Us and Our People".

The bottom line: With its new Buttermarket store, Ipswich Town now has a home in the heart of the town centre, and for fans, club merchandise is just a shopping trip away.

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