Pimm’s on The Hill? Check. Strawberries and cream? Hmm, yes, delicious. Player-spotting under the walkway between the competitor’s facilities and Centre Court? Yes, and a photo of Cameron Norrie to prove it! Trip to the Wimbledon Shop? Most certainly.

The breaking news from Wimbledon’s retail boutiques is that fans are flocking to the new collections of clothing, equipment and lifestyle accessories in numbers greater than ever.

“Sales on-site are up 20 per cent or more, and on some days much more than that,” says David Hewitt, Head of Retail. “This is also the first full Championships since we took our online shop in-house and sales again are spectacular.”

With a top-quality range reflecting all aspects of Wimbledon for all ages – from sweatshirts stitched with LOVE, Fresh Cut Grass scent diffusers and bone china mugs, jugs, tea cups and saucers to teddy bears dressed as tennis players, performance clothing, racket bags, memento key-rings and, of course, the iconic Championships towels – there are plenty of alluring items to take home to keep the Wimbledon feels alive.

Add in the Polo Ralph Lauren range, inspired by their status as Official Outfitters to The Championships, and the new Babolat rackets, as well as bags, sweatbands and so on all leaving the Grounds in Club logo-ed carrier bags, it’s no wonder the late-evening District Line resembles a cargo train for tournament merchandise.

“With no Championships in 2020, and restricted numbers in 2021 due to COVID, we’re seeing people zero in on Wimbledon, full of a pent-up desire to soak up every single minute of the experience of a day out here,” says Hewitt.

In bygone years, the shop’s bestsellers were items such as caps and umbrellas. “Visitors now are not necessarily making just practical purchases,” he continues. “Instead of a cap, they are looking at our Panama and bucket hats to wear after the Championships as a reminder of their day.”

The Centre Court Centenary products - which include a dated mug, water bottle, tray, shopper, delicate silk scarf and towels - are strong sellers, especially the limited edition centenary towel, which delineates the original architect’s drawings for the new (in 1922) Centre Court complex.

The quality of each item is a matter of pride. The All England Club took its retail in-house four years ago and, under Hewitt's eagle eye the development of the new range is predicated, he says, "on the level of detail associated with the 8mm of grass on Wimbledon’s immaculate courts”.

His team creates their own patterns and colours, buys their own fabrics, assesses a multitude of swatches and prototypes, and visits factories and mills to ensure that every item in the 23 ranges fulfils the criteria for quality, sustainability and ethical sourcing practices.

As the lady debating whether to go for the purple or the green Clubhouse herringbone throw exclaimed to her friend in the shop yesterday, “Just feel the quality! This is perfect for my Wimble-scaped garden!”

The 100 per cent lambswool throws, which measure 185cm x 140cm and also come in a subtle Harlequin pattern, are designed in-house, woven in Yorkshire and carry a £95 price tag.  

If you've admired the striking, purple-head alliums planted around the Grounds, you'll find them in decorative form adorning a pretty range of bone china tea and coffee sets as well as a tray, apron and set of coasters. If you want to hold on to those memories of strawberries and champagne consumed against a glorious backdrop of tennis in an English Country Garden, you'll find a Strawberries and Fizz scented candle.

The good news is that Hewitt and his team intend to extend the Wimbledon Shop into a year-round offering and plan to introduce an inaugural Christmas gift package later this year.

Top of many a fan’s wish list from the current range might be one of the four new 1,000-piece jigsaw puzzles featuring views of Centre Court, an aerial shot of the AELTC, the trophies and the Wimbledon draw board.

Look out too for an expanded Grand Slam collection, created in collaboration with the Heads of Retail of Roland-Garros, and the Australian and US Opens. This year’s range includes a mug incorporating all four tournament logos, a box of four mugs each representing a Slam, a notepad, key-ring and blue retro-style T-shirt.