Charlton Athletic are delighted to announce that it will be launching its first-ever pop-up store of its kind at retail and leisure destination Bluewater this summer.
The news follows Charlton’s recent promotion to the Sky Bet Championship, marking a major milestone for the south-east London club. The store will give fans the opportunity to shop the brand-new 2025/26 Reebok home, away and third kits, once they are released, along with a full range of official merchandise, training wear and accessories.
Representatives from the club and the shopping centre have been working closely since Charlton Manager Nathan Jones jokingly banned his players from visiting Bluewater during their promotion push to avoid distractions. In response, Bluewater shared a tongue-in-cheek social media post, showing its security team scouring the shopping centre looking for players.
The video quickly gained traction with over a million organic social media views, with engagements from Charlton players and pundits, alongside a feature in BBC’s Football Daily 72+: The EFL Podcast.
The viral content led to the club and centre exploring further collaborations, which has since included matchday programme features and pitch-side ads, culminating with today’s announcement.
Now, with promotion secured, Bluewater is set to welcome the Addicks and their supporters into the 1,100 square foot unit located on the Upper Rose Gallery, next to Starbucks - it is set to open later this month, with the club to confirm the official opening date.
Centre Director at Bluewater James Waugh commented: "We’re incredibly excited to be working with Charlton Athletic to bring their first-ever pop-up retail store to Bluewater. The club’s promotion has been a brilliant achievement, and we’re delighted to support them with a bricks-and-mortar space that gives fans the chance to celebrate and shop the brand-new kits 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."
Charlton Athletic Board member Ed Warrick added: "Our promotion to the Championship is a proud moment for everyone connected to Charlton Athletic, and launching our first pop-up store of its kind at Bluewater is a fantastic way to celebrate with our supporters. The response from fans, the wider football community and Bluewater itself has been phenomenal, and this collaboration is a natural next step. We’re thrilled to bring our new Reebok kits and full merchandise range to such a high-profile location."
