BOURNEMOUTH’S Beales department store is aiming to score with football fans by introducing an AFC Bournemouth department.

A full Cherries shop is to become a fixture on the third floor of Beales’ home ground in Bournemouth.

Beales chief executive Tony Brown said the store had recently begun selling Cherries replica kits and had seen them prove massively popular, even though it does not normally cater for children.

“We got the kits in as a test and it’s just flown out. It’s just been incredible for us,” he said.

“They’re now taking more space and becoming a proper shop on the third floor. We hope to launch that in September.”

Mr Brown, who recently returned for his second stint as the store's boss, supported the club when it was struggling to stay in business. Beales backed the team’s Saturday morning club to get children playing football.

“I suppose it’s my age and gender but I love football. If there’s a sport-related community piece of work we can do, we’ll look at it,” said Mr Brown.

It is hoped that a Cherries player will perform the official opening.