Roger Hampel
Photo Credit: Liverpool FC
Liverpool FC continues to solidify its presence in the Asian market with the launch of its second official retail store in Indonesia, located in Surabaya. This move further underscores the club's commitment to expanding its international reach and deepening connections with its global fanbase.
A Milestone Event for Indonesian Fans Liverpool FC Indonesia
The grand opening of the store in Pakuwon Mall, Surabaya, took place on January 18, with former Liverpool striker Emile Heskey leading the celebrations. Heskey participated in a meet-and-greet session with fans and attended a live screening of Liverpool's Premier League match against Brentford alongside the Official Liverpool Supporters Club – BigReds. The club’s mascot, Mighty Red, also made an appearance, entertaining fans and reinforcing the sense of community that Liverpool FC seeks to inspire globally.
This event follows the successful launch of the club's first Indonesian retail outlet in Jakarta's Pondok Indah Mall 2 in July 2024. The Jakarta store has been a hit with fans, paving the way for further expansion in the region.
Key Features of the New Store
The Surabaya retail outlet adopts the innovative design concept seen in Liverpool FC's flagship store at Liverpool ONE, merging modern aesthetics with a nod to the club's storied history. The store offers a full range of merchandise, including:
• Replica kits for fans of all ages
• Exclusive Liverpool FC fashion and accessories
• Unique souvenirs celebrating the club’s heritage
This variety aims to provide fans with tangible ways to feel closer to the club, embodying Liverpool FC’s ethos of fostering a global family.
Statements from Key Stakeholders
Lee Dwerryhouse, Senior Vice-President of Merchandising at Liverpool FC, highlighted Indonesia's importance to the club’s growth strategy:
"We have over 28 million LFC followers in Indonesia, and it's great to bring our LFC brand closer to our supporters so they can feel a part of the club. This latest store opening extends our portfolio in Asia and underscores our ambitious plans to grow our international presence in key markets."
Manoj Bharwani, Co-Founder and Managing Director of Kanmo Group, the club's retail partner in Indonesia, expressed his enthusiasm for the expansion:
"Following the successful opening of the first Liverpool FC store in Jakarta last year, we have been delighted by the overwhelming enthusiasm and positive response from the club's loyal fans in Indonesia."
Strengthening Ties with the Indonesian Market
Indonesia is home to one of Liverpool FC's largest international fanbases, with over 28 million followers. The club’s decision to expand its retail operations in the country is a strategic move to strengthen its engagement with this passionate audience. The collaboration with PT Kanmo Weston Retailindo has been instrumental in identifying key locations, ensuring that the stores serve as hubs for fan interaction.
Global Retail Strategy
The Surabaya store marks Liverpool FC's 18th global retail location. The club has already announced plans to open an additional store in Denmark in 2025, further signaling its ambition to connect with supporters worldwide through a growing retail network.
Rajbir Chopra, Sales Director at Weston Corporation, emphasized the broader vision:
"With the opening of our second LFC store in Surabaya, we are confident that this momentum will only continue, helping us to strengthen our connection with the fans in Indonesia."
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