Liverpool sign deal with Japanese fashion and lifestyle business
Liverpool FC have partnered with BAYCREW'S (image credit: LFC)
Liverpool FC have signed a new long-term retail partnership with a Japanese fashion and lifestyle business.
Under the five-year agreement, BAYCREW'S will provide the official LFC Retail experience through both online and offline channels, launching multiple shop-in-shops across Japan in the first year.
Plans are also in place to open the first official standalone LFC Retail store in the country.
BAYCREW'S will become the club's official tour retail operator for the Japanese leg of LFC's upcoming pre-season tour, where the Reds will face Yokohama F. Marinos at Nissan Stadium on 30 July 2025. Arne Slot's side will also visit Hong Kong to take on AC Milan on 26 July.
LFC's fan base in Japan more than doubled between 2023 and 2024, and during the 2023/24 season the club was the most-watched European team in the country, reaching a television audience of 1.6 million.
Lee Dwerryhouse, senior vice-president of merchandising at LFC, said: "We're thrilled to welcome BAYCREW'S to the LFC retail family. Japan is home to one of our most passionate and fastest-growing fan bases, and this partnership allows us to provide those supporters with greater access to official merchandise and a truly authentic LFC shopping experience.
"LFC already has more standalone stores around the world than any other football or sports franchise, and this expansion into Japan is a proud next step in our global retail journey. BAYCREW'S has an outstanding reputation, and together we're creating new ways to connect with fans – both in-person and online. With the team heading to Asia this summer, the timing couldn't be better to celebrate the start of this exciting journey."
Masayoshi Komine, senior executive vice-president of BAYCREW'S Co Ltd, added: "We are truly honoured to announce our partnership with LFC, a club with a proud and historic legacy in world football. By sharing common values and passion, we look forward to accelerating our global ambitions together. Stay tuned for what's to come."
Founded in 1977, BAYCREW'S operates more than 70 brands and in excess of 400 stores, spanning fashion, food, fitness and interior design.
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