Kyril Louis-Dreyfus responds to ‘mind-blowing’ Sunderland fans with message and classy gesture

The Sunderland majority owner was on-site as the new club shop was opened to the public

Sunderland majority owner Kyril Louis-Dreyfus has labelled fans “mind-blowing” after the club’s successful shop launch.

The new-look store opened its doors on Friday at 8am with supporters arriving three hours early to secure Sunderland’s new home shirt for the 2024-25 season. Owner Louis-Dreyfus was on-site throughout the day to meet Sunderland supporters in the queue and hand out refreshments.

“I mean, it was mind-blowing to see people queuing up here since two in the morning to come and get the new home shirt,” Louis-Dreyfus said. “It’s probably why now I’m glad that we put in so much effort over the last six months to make sure that this place is ready, the new shop with the new kit, because we can see what it means to people and we’re delighted.”

Asked if he had heard of the “pink slice” Mackem delicacy previously, Dreyfus said: “I have. Of course, I’ve heard of a pink slice before, but I think it was a great touch by the team to think of the people who’ve been queuing for so long to at least reward them with a little treat before they can come into the store.”

Chief business officer David Bruce has spearheaded a hugely lauded new deal with kit manufacturers hummel – and has overseen the opening of Sunderland’s new club shop, which is now located within Black Cat House next to the Stadium of Light.

“I think someone told me that the club’s broken all records online compared to many Premier League clubs, so it just summarises again that people love this club, people want to engage with the club and it’s our job to make sure we can be better at that and I think this is the first step with the new shop and the new retail experience,” Louis-Dreyfus added on the launch.

“I think the home shirt is a great piece of work, a great team effort to come up with that concept and I’m glad that it also embodies a lot of what the city is about and something that people can wear with pride,” Sunderland’s majority owner concluded.

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