7th January 2026
January 7 – Liverpool FC’s latest retail move in South Africa is another brick in the club’s building of a global network of themed stores.
The club has entered a five-year retail partnership with Old School, one of South Africa’s best-known supporter and leisurewear brands. The deal will see Old School deliver the official LFC retail experience both online and in physical locations, starting with ecommerce and multiple shop-in-shops in the first year. Standalone Liverpool FC stores are planned to follow.
With an estimated 12.5 million Liverpool supporters in South Africa, the Reds are steadily rolling out retail spaces that feel like extensions of the club itself, places where history, identity, and fandom are curated as much as merchandise.
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.”
Old School’s leadership has leaned into that responsibility. Founder and CEO Daneel Steinmann 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.”
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