Charlton Athletic FC set to launch pop-up store at Bluewater following Championship promotion.

BLUEWATER has announced that Charlton Athletic Football Club will open its first pop-up store at the retail and entertainment destination this summer.

The announcement’s comes following Charlton’s recent promotion to the EFL Championship, a significant milestone for the South London club.

The store will provide supporters with the first opportunity to purchase the brand new 2025/26 Reebok home and away kits, as well as a full variety of official clothing, training wear, and accessories.

The club and the retail mall have become even more closely linked after Charlton’s manager, Nathan Jones, jokingly prohibited his players from visiting Bluewater during their promotion drive to avoid distractions. Bluewater responded with a tongue-in-cheek social media post* that showed its security crew scanning the shopping mall for players.

The video soon found traction, with over a million organic social media views, feedback from Charlton players and experts, and a mention on BBC’s 72+: The EFL Podcast Football Daily.

The viral content prompted the club and centre to explore additional collaborations, which have included match day programme features and pitch-side adverts, culminating in today’s announcement.

With promotion secured, Bluewater is preparing to welcome the Addicks and their supporters into the 1,100-square-foot apartment located on the Upper Rose Gallery, near to Starbucks, which is anticipated to open later this month. Bluewater’s Centre Director, James Waugh, stated, “We’re incredibly excited to be working with Charlton Athletic to bring their first pop-up retail store to Bluewater.

“The club’s promotion has been a fantastic achievement, and we’re thrilled to support them with a physical location where fans can celebrate and shop the brand-new uniforms in person.

“We will be announcing more details on the new Charlton store in due course, with an expected opening date to be shared as soon as possible.” Ed Warrick, a member of the Charlton Athletic Board, said: “Our promotion to the Championship is a wonderful moment for everyone involved with Charlton Athletic, and introducing our first-ever pop-up store at Bluewater is a fantastic opportunity to celebrate with our supporters.

The response from fans, the larger football community, and Bluewater has been overwhelming, and this cooperation is a logical next step. We’re excited to deliver our new Reebok kits and comprehensive merchandise line to such a prominent location.”

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