Birmingham City FC have told fans hoping to buy replica football kits they will have to wait a year after underestimating how much interest there would be in them.
A letter to supporters by chief executive Garry Cook said, such had been the clamour for this season's kits and training gear, that any new orders placed now could take up to 12 months to arrive.
The spike in interest in the new kit is most likely being earlier this year and the recent investment and share purchase by former NFL star Tom Brady.
The club has also with fashion brand Undefeated, covering both the men's and women's home and away strips.
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Mr Cook said in the letter: "We are living through a challenging cost-of-living crisis but that has not stopped you from making our first two games of the season sell outs. You have also supported the club by purchasing the new replica kits and the latest training gear.
"In the space of four weeks, you have spent more than three times as much on Birmingham City merchandise, compared with the same period last year. What is frustrating is that we could have sold a lot more.
"Many fans have been unable to buy the merchandise they want - seeing 'sold out' messages for our home and away kits so early in the season is hugely upsetting."
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Mr Cook explained the lack of stock was the result of an order placed last year which was based on a best estimate of the quantity of replica kits and merchandise fans would be buying during the 2023/24 season.
He said suppliers of kit and training wear required long lead times for orders and, if a club underestimated demand, then fans would not be able to get access to the kit.
"This has happened to us. Unfortunately, any new orders for more home and away kits will take up to 12 months to be delivered. We cannot change this," he concluded.
In the meantime, the club is working with its retail partner to bring Nike KRO T-shirts into the Blues Store every week along with a selection of new training gear and hooded tops.
It is also planning the launch of its new third kit which will be available in larger numbers and sizes by the end of this year. Birmingham City are also working with industry experts from the sports retail sector to help it improve its shopping offer.