Southend United will launch their brand new kit on Friday as the Blues reopen their refurbished shop. The club has confirmed its shop will reopen on Friday, giving supporters their first chance to buy the 2026/27 home shirt and a new travel wear range.

What's new in the shop?

The launch marks the start of the club’s 120th anniversary celebrations and introduces a new era of merchandise in collaboration with Erreà and Terrace.

What to expect on launch day?

The shop will open from 10am to 4pm on June 19 and again on June 20, with a DJ performing outside on the first day to create a lively matchday-style atmosphere.

How to get the new kit?

Fans will be able to browse a range of items including clothing, gifts and accessories, with Father’s Day also approaching. A one-way system will be in place for visitors, with accessible entry routes also available.

Upcoming matches

The Blues missed out on the chance of promotion after crashing out the elimination stage of the National League play-offs after losing to Scunthorpe 1-0. They're hoping to bounce back this season after Kieron Dyer, a former England international star, was announced as new head coach after Kevin Maher's departure. Southend United will host West Ham United at Roots Hall in pre-season on Saturday, July 18 with a 3pm kick-off.