NEWSLETTER
18 May, 2026 | by Angela Beevers
Liverpool FC has become the first Premier League club to establish a retail presence on London’s Oxford Street, with the opening of a new store.
To mark the opening, the club hosted an exclusive preview event on the evening of 14 May, where guests were given the chance to have an early look at the new space through a private shopping experience. Attendees were also among the first to explore the store’s full product offering, which includes official kits, exclusive collections, and personalised merchandise.
Subscribe to TRB
The celebrations then continued at “The Red Men Pub”, which was specially rebranded from “The Green Man Pub” for the evening, with guests treated to a special appearance from Sir Kenny Dalglish, who headlined a live Q&A session, sharing stories and reflections from his football career with attendees.
Liverpool said the retail expansion further reinforces its position as a global leader in sports retail, with more standalone retail outlets than any other team in world sport.
Lee Dwerryhouse, senior vice president, merchandising at LFC, said: “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.”