Liverpool FC Expands Global Retail Network With New Official Store in Oslo.

Roger Hampel

Image: Liverpool FC

Liverpool FC has opened a new official retail store in Oslo, Norway, as the Premier League club continues its international merchandising expansion following eight store openings over the past 12 months.

Located in the Paleet Shopping Centre and operated in partnership with sports retailer Unisport, the new location becomes Liverpool's second official store in the Nordic region.

The opening was attended by former Liverpool striker Robbie Fowler, who took part in a ribbon-cutting ceremony and met supporters alongside the club's mascot, Mighty Red.

Liverpool FC Opens Eight Stores in 12 Months Liverpool FC

The Oslo opening follows a year of expansion for Liverpool's international retail business, which has added eight stores, entered three new markets and secured two new retail partners.

The club has also organised six international kit launch events during the period, supporting the distribution of its merchandise beyond its domestic market.

Liverpool's international retail strategy combines physical stores with local operating partnerships, allowing the club to sell official merchandise directly to supporters in overseas markets.

Image: Liverpool FC

The Oslo store carries the club's latest adidas products, replica kits, Liverpool-branded fashion, accessories and souvenirs.

"It's been a fantastic 12 months for our international retail business, with record growth across our store network and expansion into new markets," said Lee Dwerryhouse, Senior Vice-President of Merchandising at Liverpool FC.

Norway Represents a Significant Liverpool FC Supporter Market

Liverpool estimates that it has nearly 800,000 supporters in Norway, making it the country's most-supported Premier League club.

The club also reported a cumulative television audience of 3.5 million in Norway during the previous season, alongside 1.4 million followers across social media platforms.

These figures provide the commercial backdrop to the Oslo opening, with Liverpool establishing a second Nordic retail location in a market where it already has a substantial supporter base.

The launch included a Q&A and meet-and-greet session with Fowler, alongside activities for local fans.

The former striker also attended a fundraising event organised with local Official Liverpool Supporters Clubs the evening before the opening, raising money for the LFC Foundation.

The Oslo store adds to Liverpool's expanding international retail network, with the club continuing to develop physical merchandise distribution through local partnerships and new market entries.