Liverpool FC unveil first retail partner in South Africa - move will create physical presence in the country
Liverpool FC have entered into a long-term retail partnership with one of South Africa's most well-known supporter and leisurewear brands.
As part of the five-year agreement, Old School will provide the official LFC retail experience through online and offline channels, launching ecommerce and multiple shop-in-shops (SIS) across South Africa in the first year.
Plans are also in place to open multiple official standalone LFC retail stores in the country.
Across South Africa there are 12.5m LFC supporters - more than any other Premier League club.
The partnership marks a significant step in establishing a new physical retail footprint for the club to meet growing fan demand across the region.
Lee Dwerryhouse, senior vice president of merchandising at Liverpool FC, said: "We're thrilled to welcome Old School to the LFC retail family.
"Old School's expertise in supporter merchandise and their understanding of South African sporting culture make them the right partner to bring LFC standalone stores and shop-in-shop locations to Africa for the first time.
"Following a record-breaking season for our retail team, this partnership is an important step in our continued growth, helping us connect with more fans worldwide and deliver the best possible experience. We're excited to build on that momentum as we look ahead to another strong year for LFC retail."
Daneel Steinmann, founder and chief executive at Old School, said: "This partnership with Liverpool FC marks an important milestone for Old School. The club's heritage, identity and strong connection with supporters reflect many of the principles that have shaped our business from the very beginning.
"We've always believed that fans deserve merchandise that carries meaning as well as quality and bringing the official LFC retail experience to South Africa is a responsibility we’re proud to take on. Our focus is on respecting the club’s legacy while delivering a world-class retail experience for the millions of Liverpool FC supporters across the region."