A NEW Charlton Athletic store has opened in Bexleyheath in what the club describes as its "heartland of support".

Club captain Luke Young and coach Mark Robson were on hand for the official ribbon cutting on Thursday to sign autographs and meet fans.

The shop is the first to open away from the Charlton FC ground. The new store, located in the Broadway, sells exclusive ranges of football boots and other products not even available in The Valley superstore.

Football fans will now be able to buy official Club merchandise and DVDs, plus the exclusive range of products by Joma, sponsors of the club kit.

Michael Rea, Charlton’s retail manager, said: "A lot of hard work has gone into re-fitting the store, it’s very exciting. We’re looking forward to be able to offer a regular source of Charlton and Joma merchandise to tis heartland of support for the club."

Peter Sedge, general manager of The Mall Broadway added: "We are delighted to be welcoming our local Premiership side to The Mall Broadway.

"There is always a fantastic atmosphere around the town on match days, and with the opening of the new store we look forward to sharing in this even further."