Liverpool have followed in the footsteps of commercial behemoth Paris Saint-Germain by opening a new standalone retail store in a London retail hotspot.
Late last week, Liverpool confirmed that they would be a new fixture on Oxford Street, one of Europe’s busiest shopping destinations where PSG have had a retail presence since 2023. It is the Reds’ first physical outlet in the capital.
PSG’s commercial income in their Champions League-winning 2024-25 campaign was £315m, slightly behind Liverpool’s £324m, which the club confirmed when they released their annual financial report last Wednesday.
It is the manner of PSG’s commercial assent, however, which has become the gold standard in football business circles. The French giants’ badge has become a status symbol in the street fashion world, aided by collaborations with Nike’s Air Jordan brand in particular.
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It’s a market that Liverpool – who now have eight physical stores in the UK and 23 in total worldwide – are courting too. The relationship with Adidas, which commenced this season and is worth north of £60m annually, has seen the club release several collections and one-off pieces of merchandise.
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“This is classic Liverpool,” says University of Liverpool football finance lecturer Kieran Maguire, speaking exclusively to Rousing The Kop about the club’s quest to conquer this relatively new niche.
“They don’t necessarily want to be first but they do want to be best. They have seen what Paris Saint-Germain with their Nike deal – they have a shop on Oxford Street too. Liverpool want to be next.
Detail of the Liverpool club crest next to an Adidas logo on the red home shirt during the pre-season friendly match between Liverpool v Athletic Club Bilbao at Anfield on August 4, 2025 in Liverpool, England.
Photo by Robbie Jay Barratt – AMA/Getty Images
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“If we go back to 2010, commercial revenues were £54m. The fact that they have managed to multiply them by six since then is testament to them growing the business in the areas that they can actually control. The broadcast deal is negotiated centrally and the distribution is determined centrally, while matchday income is relatively fixed.
“They are looking to better monetise the relationship between their own brand and athleisure. They have got several stores in Asia and further beyond. London will be a fantastic flagship. When tourists come to England, they start off in London, so you have to try and engage them while they are there. This could be very lucrative, even accounting for the rental costs on Oxford Street.”
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