STOKE CITY have today announced that their Club Store situated in the Roebuck Centre in Newcastle-under-Lyme will be closing down this weekend.
The Club have taken the decision to cease operating their retail outlet in Newcastle so that they can put even greater emphasis on a thriving mail order market.
The Newcastle Store, which was only opened as a temporary move three years ago, will be shutting down at the close of business on Saturday 26th January.
Chief Executive Tony Scholes explained: "Like many other high street stores, we have seen a significant shift in people's spending habits in recent times.
"An increasing number of our supporters are shopping online these days and therefore we feel the time is right now to focus more on this line of business.
"Another factor in reaching this decision to close the Newcastle Store has been the growing popularity of our Superstore at the Britannia Stadium since a substantial investment in its refurbishment to provide a more enjoyable shopping experience."
He added: "When you consider that we only opened the Newcastle Store on a short-term lease before Christmas in 2009, it has been a success that we have traded there for more than three years and it was very popular in the months of November and December.
"Therefore, we will look into the possibility of operating a temporary unit in the town at peak times of the year in the future for the convenience of our supporters."
*Merchandise orders can be placed online at scfcdirect.com, while the mail order number for next day delivery is 01782 826419.