The store will provide rugby fans with the opportunity to purchase the full range of exclusive England 2015 merchandise and apparel, which is being handled by official partner of the tournament Sportfolio, as the countdown to rugby's showpiece event continues.

"We are excited to have found such a colourful and vibrant location in central London for our Rugby World Cup 2015 flagship store," said chief executive of Sportfolio Ross Munro.

"Covent Garden is an iconic location that attracts a blend of shoppers and tourists and we are really looking forward to playing our part in furthering excitement and engagement around what promises to be a spectacular tournament."

Fans can now purchase a wide range of products, including the new Webb Ellis Cup collection and country supporter ranges of apparel for the 12 nations already qualified, which are hosts England and Wales, Scotland, Ireland, Argentina, Australia, France, New Zealand, South Africa, Italy, Samoa, Tonga and Canada.

Next week, a new range of lifestyle jackets and outerwear are due to arrive in store, including soft shell, puffer and quilted gilets to complement the current offering of traditional sports-orientated spray jackets and parkas.

The store in Covent Garden is the third official England 2015 outlet in London, following the opening of stores at Westfield and in Kingston-upon-Thames last year.

Supporters of England and Wales can now buy official RWC 2015 merchandise and apparel at a store in Covent Garden ©Getty Images

"The opening of this flagship store for our premier event in such an iconic London location further underscores the enormous prestige of the Rugby World Cup brand in the global marketplace," said head of commercial, broadcast and marketing at the International Rugby Board (IRB) Murray Barnett.

Organisers of England 2015 claim they expect to sell more than 2.3 million tickets for the 48 matches taking place across 13 venues from September 18 to October 31.

More than 400,000 international visitors are expected to travel to England and Wales for the tournament.

Earlier this month, organisers revealed record sales of supporter tour and hospitality packages have been recorded since the start of the year.

With a number of broadcast deals expected to be finalised in the coming months, organisers claim England 2015 is set to be the most commercially successful yet, predicting that more than £150 million ($240 million/€179 million) in surplus funds will be generated from the tournament.

To mark the opening of the official store, Sportfolio is offering UK-based customers who spend £50 ($83/€60) in the new store in Covent Garden the chance to enter a competition to be in with a chance of winning two tickets to a quarter-final match.

Official England 2015 merchandise and apparel can be purchased by clicking here.

Contact the writer of this story at [email protected]


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