The brand new West Ham United store at Westfield Stratford City saw more than 100 people flood into the store within a minute.
Customers had been queuing along The Street - an outdoor parade with stunning views of the Olympic Park - since early morning before the doors opened at 10am. Those in early were greeted by Joint-Chairman David Gold, who posed for photos and signed autographs as the sun shone on the opening day of the biggest shopping centre in Europe.
Visitors in the afternoon met manager Sam Allardyce and leading players Kevin Nolan, Carlton Cole and Jack Collison, while staff were handing out special money-saving vouchers and details of a new Westfield loyalty card throughout the day.
The brand new store is the latest addition to the club's successful retail operation and has been decked out with images from across the club's history. Photos of Bobby Moore, Trevor Brooking and modern-day favourites adorn the walls, while the aisles are stocked with all the latest Hammers merchandise including 2011/12 Macron replica kit.
WEST HAM at WESTFIELD STRATFORD CITY
126 Ground Floor
The Street
Westfield Stratford City
London
E20 1EN
OPENING HOURS
Monday to Friday 9.30am - 9pm
Saturday 9.30am - 9pm
Sunday 11am - 5pm