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Club News


12 August 2021

Club News


12 August 2021

Additional stock of the club’s 2021/22 home, away and third strips has been ordered - following a 206% increase in like-for-like sales, in comparison with the 2020/21 season. 

Launched alongside three unique campaigns, ‘A Story Retold’, ‘Claret and Amber away’ and ‘Feel the ElectriCity’, the club and official kit and retail supplier Avec Sport have witnessed unprecedented sales. 

When comparing to last season’s numbers of 1,112 over a 27-day selling period, a total of 1,708 units of the club’s all-new white, claret and amber home shirts were sold. This represents a 53% increase. 

Away kit sales are also up by an impressive 43%, with 731 units sold as opposed to 510 last season, over 17 days. 

The biggest increase, however, comes in the form of the club’s all-new ‘Hyper Blue’ 2021/22 third strip, with 374 units over a 10-day selling period representing a 206% increase on like-for-like sales, compared to 122 units ahead of the 2020/21 season. 

In addition, all three of the club’s 2021/22 goalkeeper strips are on course to become the highest selling of their kind since the beginning of City’s partnership with Avec Sport. 

Additional stock of all three kits is expected to arrive towards the end of October - and will be available to pre-order and purchase from The City Shop at the Utilita Energy Stadium, and from the club’s official retail website. 

Further communication will be made on the delivery and availability of these kits in due course. 

An Avec Sport spokesperson said: “We have seen a phenomenal reaction to this season’s kits, and it has been fantastic to see so many City fans wearing their colours with pride - in the stands - on a matchday again. 

“The home and away kits continue to sell well, with the third strip heavily surpassing expectations over the first couple of weeks. 

“If the rates of sale continue, we do anticipate some sizes will start to sell out, though we are working hard behind the scenes to get the next batch of kit manufactured as quickly as possible to meet this demand. 

“If your size does become unavailable in the coming weeks, or has already, please be assured all sizes across all kits are being replenished in our next shipment.

“We want to thank the supporters for their continued support of The City Shop and the Avec Sport brand. It is testament to their support that we are seeing record sales, as fans look forward to being a part of the matchday experience again.”

The club’s chief executive officer, Ryan Sparks, added: “Demand for our on-field apparel is continuing to break records, as we edge towards ‘The Homecoming’, and we have been delighted with the response. 

“We have tried this season, and will continue to do so in the years to come, to deliver something for everyone when it comes to our kits - which a great deal of time and effort goes into as we look to expand and develop the club’s retail operation. 

“I would like to take this opportunity to thank the team at Avec Sport for responding quickly to a busy initial sales period, and helping ensure The City Shop stays stocked for the rest of the season.”

To shop the club’s 2021/22 replica kit range, please CLICK HERE. 

To secure your place at ‘The Homecoming’ - against Oldham Athletic on Saturday - please CLICK HERE. 

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