Liverpool FC Opens 21st Standalone Retail Store With New Location in Dubai.

Roger Hampel

Image: Liverpool FC

Liverpool FC has expanded its global retail network with the opening of a new standalone store at Jumeirah Beach Residence (JBR) in Dubai. The outlet is the club’s 21st global store and its second location in the city, following the success of its existing shop in Dubai Mall.

Expansion in the Middle East Liverpool FC Dubai

The new store, launched in partnership with Seventy8 Sports, is part of Liverpool FC’s strategy to strengthen its presence in the Middle East and North Africa (MENA). According to the club, Liverpool is the most-followed Premier League team in the region, with 33.4 million supporters, 30.8 million social media followers, 14 Official Supporters Clubs, and a TV audience of 34.3 million during the 2024/25 season.

The JBR outlet offers fans access to the latest official LFC merchandise, including exclusive apparel and accessories, adidas kits, training wear, and lifestyle collections.

Image: Liverpool FC

Retail Strategy

The club has stated that it now operates more standalone retail outlets than any other sports team worldwide, including leading US franchises. The opening at JBR reflects Liverpool FC’s goal to create more physical spaces where supporters can connect with the brand and experience the club’s culture directly.

Lee Dwerryhouse, Senior Vice-President of Merchandising at Liverpool FC, commented:

“Our goal is to bring the best possible retail experience to our fans, wherever they are in the world. With this new store at JBR, we’re offering supporters in Dubai and the broader MENA region another chance to connect with LFC and feel even closer to the club they love.”

Community Engagement

Beyond retail, the JBR location is intended to act as a hub for fans in the region, providing a space to gather and share their passion for Liverpool FC. The opening underscores the club’s emphasis on combining commercial expansion with community engagement, aligning with its broader international growth strategy.