Fenwick Named as Luxury Retail Store Partner to Newcastle United

Hikmat Mohammed
·2 min read

LONDON — The historic British retailer Fenwick has big plans for its branch in the northeast of England.

Fenwick’s Newcastle store is undergoing a 40 million pound renovation and has signed up as the luxury retail partner for the soccer club Newcastle United.

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“Partnering with Newcastle United Football Club marks the beginning of an exciting new chapter for Fenwick, which has been an anchor in the city since we first opened over 140 years ago, bringing our unique curation of fashion and hospitality to the community,” said Leo Fenwick, strategic partnerships director at the retailer.

“We are incredibly proud to be on a shared mission to support local talent, creativity and passion, whilst putting the city and northeast on the map globally,” he added, explaining that the transformation of the store in Newcastle will affect the region positively as the brand amplifies its “reach and impact.”

The official announcement image shows players Mark Gillespie, Elliot Anderson, Naomi Bedeau, Elysia Boddy, Lewis Miley and Emma Kelly seated in a Fenwick store wearing sweatpants that feature the logos of Newcastle United and the retailer.

An image from Fenwick's new advertising campaign.
An image from Fenwick’s new advertising campaign.

“We share a passion for the city and its people. After recently launching its ‘Quiet No More’ brand campaign, there could not be a better time for Fenwick to turn up the volume by joining forces with Newcastle United,” said Peter Silverstone, chief commercial officer at Newcastle United.

The partnership between the two businesses will allow members and guests access to the hospitality box, The Rooftop, for soccer games, but it’s also an opportunity to put Newcastle on the map, which will be showcased via advertising at soccer games and creating meaningful experiences to grow both brands internationally.

Fenwick launched its first advertising campaign, titled “Quiet No More,” in September.

Targeted at a younger audience, the ads feature images from upcoming photography duo Pablo Estévez and Javier Belloso, as well as Ana Paganini.

Moody images overlaid with text are displayed across the U.K., from Edinburgh to Bristol and Birmingham to London, as billboards and wild postings.

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