The Club has been working on the new HawksNest since January this year, revamping the layout and look of the Club's official merchandise outlet.
At the heart of the store are the players, whose headshots hang from the ceiling and drape down above the heads of patrons.
Heavily featured too, is the Club's new official apparel sponsor adidas.
2013 official adidas merchandise is featured along the back wall of the new HawksNest, with a vibrant display showcasing a number of different products available in the range.
Memberships are still available to purchase in-store when you visit, with a friendly staff member ready to assist inside the new HawksNest.
Shop opening hours: Mon-Fri: 9am-5pm Sat: 9am-midday
Food was provided for guests at the Club's HawksNest merchandise shop launch.
Club Legend Peter Hudson attended the event and mingled with Club stuff and President, Andrew Newbold.
What the Hawks are all about, footballs, guernseys and Hawks adidas merchandise are the focus of the new HawksNest.
Club CEO Stuart Fox was excited to launch the new shop on Wednesday night.
Fox presented adidas Managing Director Greg Kerr with a signed 2013 adidas guernsey to celebrate the partnership.
Kerr said adidas are excited to be part of the Hawthorn family.
Kerr and Fox shake hands after the official opening of HawksNest.
Coach Alastair Clarkson attended the event and acquainted himself with the new shop.
HawksTV was on hand to capture the event, even chatting with Kerr and Fox who shared a joke or two throughout the night.
