Ipswich Town has opened a new shop in the centre of Ipswich as a commitment to the fans and the town, the club says.
The Planet Blue store opened in the Buttermarket shopping centre on Friday with captain Dara O'Shea cutting the ribbon.
It complements the shop at the stadium on Portman Road.
"The football club's the heart of the town and this is right in the middle now, so it's really nice to see," he said.
The opening coincided with the general release of the club's black and gold third kit.