Leeds United’s Merrion Centre merchandising store is proving a winning attraction for the club’s fans.
The store opened last September for what is understood to have been an original period of around six months.
It has been a major hit with customers since then and Leeds have now extended their agreement with the centre.
The store is United’s first long-term retail presence in the middle of Leeds since their Albion Street shop closed in 2007.
Paul Bell, the club’s executive director, said: “We are delighted to extend our partnership with the Merrion Centre.
“When we launched our new retail strategy last summer we knew how important it was for the club to get back into the heart of the local community by having a presence in Leeds city centre.
“To date the store has been a real success on several fronts – firstly from a purely sales point of view the store has exceeded expectation and now enables fans in the city centre to access merchandise easily without the need to make the trip to Elland Road.
“Secondly in terms of community engagement our partnership with the Merrion Centre has allowed us to hold several events with the players bringing them closer to the fans.
“We have committed to at least one event per month for the duration of our partnership.
“We are now excited by the development work taking place in and around the Merrion Centre with the new Ibis Styles hotel, Marco Pierre White’s New York Italian restaurant and new council offices being on site.”
Edward Ziff, chairman and chief executive at Merrion Centre owner Town Centre Securities, said: “We are delighted at the success of the official Leeds United store as it has played an important part in the ongoing success of the Merrion Centre.
“Our dedication to introducing new and exciting retail stores, restaurants and leisure outlets is paying off as people continue to take advantage of everything the centre has to offer.
“We were extremely proud to be chosen at the location for the only official club shop in the city centre and we’re even more delighted that it has proven to be such a success.”