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Fanatics serving Hibernian online and retail stores

Posted on by darion

Fanatics will also design, manufacture and distribute additional Hibs fan products. (Ian MacNicol/Getty Images)

Scottish Premiership football leader Hibernian has entered into a new omni-channel retail and merchandising partnership with Fanatics, the digital sports platform and e-commerce giant.

The long-term partnership will see Fanatics become the exclusive operator of the club’s official online store in Edinburgh, while also operating the club’s stadium shop at Easter Road and event retail.

As part of the deal, Fanatics will also design, produce and distribute additional products for Hibs fans, providing fans with club merchandise including officially licensed replica kits, training and lifestyle clothing.

The Hibernian Direct online store launched today has been rebuilt on the Cloud Commerce Platform (CCP) by Fanatics. Fanatics is also committing to a “significant financial investment” in the complete refurbishment of the store at Hibernian FC Stadium, which will reopen to fans at the end of June.

Fanatics will serve Hibs fans from a new distribution facility in Manchester.

Murray Milligen, Chief Commercial Officer at Hibernian, said: “We want to provide our supporters with a premium retail experience, so partnering with Fanatics was a natural next step for us.

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“This partnership is a game-changer for Hibs and will have a hugely beneficial impact on our supporters.”

This partnership adds to Fanatics’ growing portfolio in European football, with the company recently partnering with English second division side Sunderland to operate the club’s online stores and stadium stores.

The company also works with several international clubs and federations, including Chelsea, Paris Saint-Germain, Inter Milan, AC Milan, Aston Villa, Everton, UEFA and the English, Argentine, French, German and Belgian football associations.