The store is situated at the front of the Liverpool Football Club stadium, in the same spot the famous kop stand used to be. Since the kop was knocked down and replaced with a 12,000 seat modern stand, the stadium has been modernised and this includes the newly created souvenir shop. All kinds of football memorabilia, football shirts, tracksuits and footwear can be bought in-store. Books, videos and posters are also stocked.