Albion’s city centre shop will cease trading to allow the club to reach more fans as its mobile shop is set to travel the county.

The Queen’s Road shop, which has served the club for more than a decade, has been earmarked for closure by the club so it can focus on reaching its wider fanbase.

There has been no confirmation on when the shop will shut its doors, but chief executive Paul Barber conceded that closure was imminent.

He said: “Historically, the shop in Queen’s Road was opened when the club was playing home games at Withdean.

“We kept it open when we moved to the Amex to see if there was a requirement for both, but when all things are considered it simply isn’t economical for the club to run two stores.”

Albion’s mobile shop will be at Brighton station the day before every home fixture between 1pm and 7pm, and on every home matchday up until kick-off for the rest of the season.