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Liverpool FC Elevates Fan Experience with New Dublin Store.

Roger Hampel


Liverpool FC Dublin
Liverpool FC Dublin

In a move that underscores its commitment to its global fan base and the importance of the Irish market, Liverpool Football Club has proudly unveiled its new and enhanced retail store in the heart of Dublin, Ireland. This strategic expansion not only celebrates the club's enduring connection with its Irish supporters but also showcases its innovative approach to fan engagement and merchandise retailing.


A New Chapter in Dublin: Unveiling the Future of LFC Retail


Situated in the bustling Ilac Centre, the new Liverpool FC store represents a significant upgrade in terms of size and shopping experience, drawing inspiration from the rich architectural heritage of Liverpool itself. With elements of metal and brick that echo the industrial and maritime history of the club's home city, the store is designed to be a haven for fans, offering a unique blend of tradition and modernity.


Designed with Fans in Mind


The redevelopment of the Ilac Centre store reflects Liverpool FC's dedication to improving the fan experience based on direct feedback. Among the enhancements are more intuitive product signposting, upgraded changing facilities, and improved accessibility, ensuring that every visit is a memorable and comfortable one for supporters.


A Global Vision with Local Impact


Mike Cox, Senior Vice-President for Merchandising at Liverpool FC, emphasized the significance of the Dublin store's redesign as part of a broader initiative to revitalize the club's global retail presence. "Our presence in the Ilac Centre for over a decade has been a source of pride, and it was time to elevate the shopping experience for our fans," Cox remarked. The Dublin store's expansion by 40% and its alignment with the new global branding strategy underscore the club's commitment to innovation and community engagement.


Creating Opportunities and Strengthening Ties


The launch of the new store has not only brought a fresh shopping experience to fans but also created additional employment opportunities, with three new permanent positions introduced, building on the existing team of dedicated staff. This expansion marks the club's second new store opening in the Republic of Ireland within just three months, a testament to Liverpool FC's dedication to its Irish fanbase and the club's strategic efforts to deepen its connections within the community.


Exclusive Merchandise and Personalized Experience


The store boasts a wide range of official merchandise, including the latest LFC Nike kits, training wear, lifestyle collections, and hundreds of exclusive LFC label products. Fans can personalize jerseys in-store with names of current Reds men’s and women’s team members or opt for custom printing. Additionally, the store features the much-anticipated Liverpool FC x LeBron collection, further enriching the shopping experience with exclusive collaborations.


A Celebration of Community and Football Culture


The unveiling of the new store, with the help of Liverpool legend Gary McAllister, ahead of the Europa League match against Sparta Prague, underscores the club's ethos of community and tradition. The Liverpool FC store in Dublin is more than just a retail space; it's a hub for fans to come together, share their passion, and feel closer to the club they love.


Source: Liverpool

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