Liverpool Football Club has opened its new retail store on Oxford Street, bringing the club’s merchandise offer to one of London’s busiest shopping destinations.
The opening makes Liverpool FC the first Premier League club to establish a retail presence on Oxford Street. The store is designed to bring the club closer to supporters in the capital, offering official kits, exclusive collections and personalised merchandise.
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Liverpool FC marked the opening with a preview event on Thursday evening, giving guests an early look at the space through a private shopping experience. Attendees were among the first to explore the store’s full product offer.
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The launch was also marked at “The Red Men Pub”, a temporary rebrand of The Green Man Pub for the evening. The event included an appearance from Sir Kenny Dalglish, who took part in a live Q&A session with guests, sharing stories and reflections from his career.
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The Oxford Street store takes inspiration from the club’s Liverpool ONE store. The new space combines Liverpool FC’s identity with its London setting, using a light-filled interior, clean lines, club colours and crest details to create a clear brand presence.
The opening forms part of Liverpool FC’s wider retail expansion. The club said the move reinforces its position in global sports retail, with more standalone retail outlets than any other team in world sport.
“Opening on Oxford Street is a huge moment for Liverpool FC. This flagship store brings us even closer to our supporters in London and beyond, offering an exciting and immersive retail experience that reflects the passion and heritage of the club.
As the first Premier League club to have a presence on Oxford Street, it’s a proud milestone for us and a testament to our global fanbase. The preview event was a brilliant way to celebrate with our community ahead of launch and having Sir Kenny Dalglish join us made it truly special. We’re looking forward to welcoming fans through the doors.”
Lee Dwerryhouse, senior vice president, merchandising at LFC
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