Jarrold has announced the closure of its sports branch, which has started a search for a new home for Norwich City's fan hub.
Following nearly two decades of trading at its London Street store, alongside the firm's main department store, Jarrold has decided to "exit the sport market to focus on new opportunities in the retail marketplace".
Norwich City Football Club opened its fan hub and retail store on the basement floor in August 2019, having closed its Castle Quarter and Chantry Place shops.
It is not known when the sport division of Jarrold, previously known as Pilch, will close.
A spokesman for Jarrold said: "After several successful years of trading our sport business, we have re-evaluated our trading opportunities and taken the decision to cease trading our sport business from its current location in 15-17 London Street.
"Jarrold, which celebrated its 250th anniversary in 2020, has been adapting and investing heavily in its retail business over recent years, including investment in digital markets as well as in its physical stores, including most recently the expansion of its award-winning deli food hall and new restaurants in its department store.
"As well as its stores, Jarrold has developed a successful omnichannel business that includes a local online marketplace Jarrold Store Folk.”
Historic Norfolk sports brand Pilch was acquired by Jarrold in 2005 and relocated next to the department store in London Street and renamed Jarrold Intersport.
Norwich City moved in during 2019 and have held successful half-term events with long queues as fans wait to get photos and autographs with players.
A spokesman for the Canaries said: "We fully respect Jarrold’s decision to close its sport branch and are now actively in the process of seeking an alternative location in Norwich city centre.
"Our relationship with Jarrold remains strong and we will provide further updates in due course."
The club's former shop in Castle Quarter remains empty, with a retail store at Carrow Road accompanying its online offering.
The London Street unit spans 10,779sqft including stock rooms and is advertised as a prominent corner location with an extensive frontage.
It is being marketed as to let for £150,000 per annum.
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