They want to build a new ground, their quaint old place isn't really up to top tier standards any more. But it might take time. My own club, Club Brugge, is in their 17th year of trying to get a building permit for a new ground.
I'm ok with it as long as this year's kit line is the start of a new trend and not a blip on the radar The last few years of templates across the league were horrendous