Elche CF has announced its new official store will open tomorrow, a Wednesday or Thursday depending on the local schedule, starting at ten in the morning. The doors will be unlocked at Gate 0 of Martínez Valero, the stadium’s main entrance, marking a significant new chapter for the club and its supporters in Spain’s football heartland. The venue represents one of the franjiverde club’s most important projects in recent memory, a place where fans can access the full line of official Elche CF products, including player kits, training wear, and a wide range of merchandise.
The new official store has been eagerly anticipated. Since the summer, renovations were underway to convert one of Martínez Valero’s basement spaces into a dedicated retail hub. This move followed a promise made by club owner Christian Bragarnik, who had long talked about a permanent, prominent sales point for Elche items. Before this, a makeshift solution existed: a temporary “Pop up Store” launched in November 2021 in the stadium’s car park. It was never the ideal setting fans hoped for, yet it offered a practical way to purchase club products while the permanent venue was being prepared.
The club opens the store temporarily and amid criticism.
As the project progressed, the club briefly opened an official store in the L’Aljub Shopping Center last May, a move that proved popular and helped streamline access to elche merchandise for many supporters and visitors alike. The success of that pop-in experience underscored the demand for a more enduring retail presence that could serve fans throughout the season.
Grand opening of the new official Elche store in L’Aljub
With the latest development, Elche goes a step further by inaugurating a definitive official store designed to reflect the club’s growth and financial investment. The space has been conceived as a hub for the community, a place where fans can feel connected to the team beyond matchday experiences. The investment signals a clear commitment to strengthening brand presence and fan engagement as the club targets broader recognition both nationally and internationally.
At present, Elche CF has confirmed the store’s opening to the public but has not disclosed whether players will attend the inaugural day. The intention is to establish a fully functional retail outlet in time for the Christmas season and the Three Kings festivities, periods known for heavy gift-giving. The goal is to provide a convenient, spacious location where supporters can shop without the hassle of parking concerns, making it easier to pick up jerseys, accessories, and exclusive items for the holiday crowd.