PORTLAND —Walking into the store feels like stepping into a soccer-themed forest, with each stained wood countertop covered in colorful jerseys, Boat and Totes, and accessories for fans of the Portland Hearts of Pine.

The city’s professional soccer team recently opened a new shop at 127 Marginal Way, tucked in the back of the Trader Joe’s parking lot.

It’s about three times bigger than space they had been using on Hanover Street since late 2024, ahead of the team’s inaugural season. Enthusiasm for the Hearts and their merchandise has continued to grow.

“The (first) store was always designed to be a pop-up on a month-to-month basis,” said Kate de Oliviera, the team’s senior director of consumer goods. “ It was busting at the seams, but it served us incredibly well for the first year.”

With space for all the clothing and Maine-made goods, the new shop also has changing rooms, plenty of backstock and open shelves that will house merchandise for the women’s team next season.

Matheus Santana, a retail associate, noted that the proximity to a busy grocery store has helped increase foot traffic and attract new people. There are 11 designated parking spots for Hearts customers.

“The busiest days are match days, like Friday, Saturday and Sunday if there’s a game on Saturday,” Santana said. “Other people see the sign in the parking lot and come in; that’s helped a lot.”

Santana estimates over 20% of customers have purchased Hearts merchandise previously, and the original navy-and-green striped home kit, which retails for $110, is by far the most popular jersey he’s sold.

Hearts merchandise is already global, with jerseys sold in every state and 21 countries, according to de Oliviera. She said the team’s goal is to sell 100,000 items in 2026, whether that be at the club shop, online store or at home matches.

Last summer, AdAge reported the Hearts had sold more merchandise than the 13 other teams in the USL League One combined and estimated the team’s gross revenue at $7 million to $9 million. The Hearts declined to comment on their revenue.

With the expanded storage space, the team released lots of new items, like a June-special Pride Collection, and a big boost in sales coming from the line of women’s-cut jerseys, tank tops and hoodies. 

Along with all the clothing and accessories, the club shop sells a variety of Hearts-themed items made by local businesses. 

“We say that we are the Soccer Club of Maine, and we take that really seriously and as an opportunity to highlight local artists,” de Oliviera said. 

The shop spotlights Maine creators through its interior design as well, with help from Jeremy Richardson of Log Jam Vintage in Bangor, who sourced reclaimed wood to build custom fixtures to display merchandise. A 16-foot tifo-style banner painted by Maine artist Erica Sedler hangs on the back wall, a nod to the ones proudly waved by fans on match day.

One item de Oliviera said best represents the team’s commitment to the state is the Liberty Graphics “Fort Fitzy” shirt, which shows Fitzpatrick Stadium, where the Hearts play.

“Knowing that (Liberty Graphics) are our neighbor and admiring their sustainability initiatives, we had the concept of wanting to celebrate Fort Fitzy,” she said. “Then coming up with “Fort Fitzy, Our Home is Here,” it was the perfect storm.”

Liberty Graphics, based in Midcoast Maine, uses local cotton and water-based inks to make their products. Jada Fitch hand-drew the illustration for the Fort Fitzy shirt.

“(We’re) representing the state of Maine, all of Maine, and authenticity to Maine,” de Oliviera said. “We wouldn’t be here without the support of the people.”

The larger space will also act as a community gathering spot, with a couch area showing World Cup Games and player meet-and-greets at least once a month. The shop is open Wednesday through Monday from 11 a.m. to 6 p.m.