A legendary sports store in the shadow of Goodison Park has stood strong for the last 98 years.
Barnie Shieldhouse is one of the last independent sports retailers in Liverpool. The shop on County Road has served generations of eager football fans on both sides of Stanley Park.
Opened by Barnett Shieldhouse in 1924 the shop was bought by Alex Shennan in 1975 just days after his 20th Birthday. Through name changes and economic crisis, it has managed to survive the squeeze from the "big boy" retailers.
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Stacked high with boxes as you walk through the door the shop acts more as a depot for its online business with a path carved between the cardboard that leads to the counter. Racks still adorn the walls showing Barnie's latest wares but Alex said he has "not tried to hold on selling football kits".
Speaking to the ECHO the 66-year-old said: "We might be one of the last independent sportswear stores in Liverpool it's just JD and Sports Direct left. County Road has changed, there used to be butchers and shoemakers lining the streets but it is dead now.
"When a new football kit came out we would have queues down the road but times have moved on and we have moved with it."
Two years ago Alex started a successful online business selling boxing and MMA equipment. Now called Fight Outlet, Alex said he has kept the old Barine Sports sign outside the shop so "people know how long we have been around".
Alex who is from Rainford said: "Once you would know most of your customers by name. People would ask staff to put away items for Christmas and pay them back every week.
"So we would see the same people all the time there was a community feel to the place then. We served the customer and had that human touch.
"People were brought up with the store we served generations of families. They were brought in as children and then they have brought their children in. That's the way it was back then."
Alex said his shop hit its peak during the 1980s when they "may have sold more football kits than Everton". Things changed when football clubs started to sell off their merchandising rights to brands like Adidas and Nike in the 1990s.
Alex said: "Business is not what it was and that is why we have changed direction I have not tried to hang on like everybody else that is why we do all the fight gear now.
"If we had stayed that same we would probably have had to close the doors. You can't compete with the big boys and the likes of Adidas don't want to know you because of the volume.
"I could sell up but what else would I do I enjoy the challenge of survival. When you stop you just grow old and fade away."
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