Meet The Product People

Mill Farm Seating

AFC Fylde supporters will be treated to comfort of Premier League standards at Mill Farm next season.

The club are delighted to announce that they have signed a huge deal with Dutch company The Product People International to supply The Box Seat brand at the new stadium.

The company have previously furnished the magnificent, multimillion pound Emirates Stadium, home of Arsenal FC, one of the most architecturally advanced arenas in world football.

Now, Sheldon King, director, admits his company jumped at the chance to work on this exciting project at Mill Farm: “David Chell (CEO at Mill Farm) contacted our office and explained the ambition of the club was to create a Premier League set-up scaled down to suit the dimensions of the new stadium.

“Thus we set about analysing the seating arrangements in a team-like manner with all the stakeholders at one table offering a wealth of knowledge from business acumen and pro football management to seating construction and installation.

“Together we formed a plan that would offer all the seating facilities of a top flight stadium.”

Sheldon explained the company started up in early 2000 when it was conceived that a clever stadium seating product would enhance the fan experience and assist with keeping a football club financially healthy.

“By enabling the spectators to get to and from their seats faster and more freely gives the opportunity to promote services such as food, drink and programme sales and all of these services financially assist the venue.

“Hence the Box Seat concept was born. An early form of the seat was installed at the Arsenal’s Emirates Stadium, but the true essence of the product had not yet been realised until 2010 when the second generation of the Box Seat was released to service the massive crowds of the London 2012 Olympic Games.

“Last year the business went through an era of change and adaption with the need to launch continental facilities whilst not losing our roots.

“It is with great pleasure that we were provided with the chance to work with AFC Fylde, whom clearly have similar essence of service and responsibility to the community.”