Tchai transformed the Ajax Fan Store into a high performing, brand defining environment aligned with the club’s refreshed identity. Every square meter was designed for clarity, conversion, and emotional impact. Modular fixtures allow fast product updates, reduced downtime, and future scalability. The result: a 30% increase in revenue and a retail formula ready for global expansion.
As Ajax celebrated its 125th anniversary, aligned with Amsterdam’s 750th milestone, the club refreshed its visual identity with Smörgåsbord. The fan store no longer matched the renewed brand or commercial goals. Performance was slipping and conversion falling. Ajax asked Tchai to create a store that embodied the new identity and delivered measurable business growth.
Every m2 must contribute to brand and business. Working with HWA Architects, Tchai infused the identity into every touchpoint, simplified navigation, and designed modular elements for fast adaptation. Product presentation was clarified to guide behaviour and increase conversion.
The new store expresses Ajax’s heritage and forward spirit. Modular fixtures allow rapid assortment changes, reduced downtime, and scalable deployment into zones, pop-ups, and international hubs. Clear presentation accelerates decisions, spotlight areas elevate special editions, and upsell touchpoints lift basket size.
• +30% revenue increase post renovation
• Higher conversion rates
• Faster customer navigation and decision making
• Lower operational cost due to modular design
• Scalable retail formula to multiply ROI
The space becomes a living extension of Ajax’s identity, linking design, community, and football culture. Tchai translated the renewed brand into a physical environment built for fans, built for growth, and built for the club’s future.
Credits: HereWeAre Architects, Smoragsbord.