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Everton’s kit retail partner says it aims to improve its offering to Blues fans after being bought by US sports merchandise specialist Fanatics.

The £11.55m deal will see Kitbag operating as the international arm of Fanatics, which runs NFL and NBA stores, said Kitbag chief executive Andy Anson when the deal was announced earlier this week.

He said the company will be a much stronger business under Fantatics’ ownership.

And he told the ECHO that this could help Kitbag address long-standing concerns among Everton fans about the availability and ease of purchase of Everton sportswear.

Kitbag has exclusive rights to operate the official online stores for football clubs like Manchester United, Chelsea, Real Madrid, Barcelona, Celtic, Sunderland, Manchester City and Borussia Dortmund.

But while these sides’ kits are also available in many stores throughout the UK and Europe, Everton’s has previously only been on show in the club’s two stores next to its Goodison Park ground and in the Liverpool One shopping centre.

Last year a deal was struck allowing supporters to order strips and pick them up from one of 5,000 Hermes click and collect sites around the country.

And while some mainstream sportswear retailers like Sports Direct do not stock the Toffees’ kits, in October a deal was struck with JD Sports to make them available in selected stores across the country.

That ensured fans can buy an Everton shirt in Liverpool Airport, Manchester Airport, Gatwick Airport and in stores from Aintree to Oxford Street in London.

Everton signed a 10-year deal with Kitbag in May, 2009, so it has three more seasons to run, after the current campaign.

And Mr Anson says he believes a new-look Kitbag’s proposition for an extension to their contract will be hard to resist now it has the backing of a $1bn turnover parent company.

He told the ECHO: “Everton fans are very demanding of us as the club’s partner, and rightly so.

“We do hear everything they say and don’t hide away from it.

“Everton fans are among the most passionate fans in football and we understand that.

“Now, we have the backing of a much stronger organisation who can invest in the business and we can become better and improve. We want to make it as good as possible for fans.”

He said he understand fans’ concerns about kit availability: “We heard about the distribution of the Everton kit and we will listen and try to improve things and meet the needs of the fans.”

And he suggested that Fanatics’ takeover of Kitbag could, at least, benefit one section of Blues’ fans: “Everton have a lot of fans in the USA so it means there is a greater opportunity to serve Everton fans there and maximise business which will feed back into the club.”

He added: There are three-and-a-half years left on the deal.

“We have a very good relationship with the team at Everton, chief executive Robert Elstone and his team, so we have to do such a good job that when the deal comes up for renewal they will want to renew with us and the fans want to renew with us.

“Fanatics are willing to invest for the long term and in product development and that is one area, from an Everton perspective, we need to do more, so hopefully it (the deal renewal) is a no-brainer.”