Liverpool FC Opens First Mainland China Retail Store in Shenzhen as Global Network Reaches 22 Locations.

Roger Hampel

Image: Liverpool FC

Liverpool FC has expanded its international retail footprint with the opening of a standalone store in Shenzhen — the club’s first in mainland China and its 22nd official outlet worldwide. Former Liverpool midfielder Steve McManaman attended the launch, underscoring the club’s push to deepen fan engagement in a priority market.

Strategic Retail Expansion in Asia Liverpool FC Shenzhen

The Shenzhen opening is the second LFC store launched in the region since July, reflecting a broader strategy to scale physical retail in tandem with e-commerce. Asia remains a core growth driver for the club’s merchandising business, accounting for nearly one-third of international retail sales. China continues to be central to that momentum, with:

• An estimated 45 million fans

• Six Official Liverpool Supporters Clubs

• A cumulative TV audience of 37.5 million for the 2024/25 season

LFC says the expanded store network supports both year-round demand and peak release moments, such as record kit launches following the club’s 20th men’s league title.

Location, Partner, and Store Design

Located on Level L1 of the South Pavilion at Shenzhen K11, the store was developed with All Star Partner (ASP) as part of a renewed five-year collaboration with the sports and e-commerce retailer. The space draws on the club’s Liverpool ONE flagship concept, blending references to Liverpool’s industrial and architectural heritage with Shenzhen’s contemporary design cues.

The assortment includes the latest adidas kits and culture wear, the full range of replica products, exclusive LFC fashion and accessories, and location-specific souvenirs. Launch-day activations — including a shooting challenge, immersive photo setup, and message wall — targeted community building and local discovery.

Fan-Centric Positioning

LFC frames the store strategy as an extension of its fan engagement model: bringing official product closer to supporters while creating touchpoints beyond matchdays and broadcast windows. On opening weekend, the club emphasized experiential components designed to convert footfall into membership, data capture, and repeat visits.

Lee Dwerryhouse, LFC’s senior vice-president of merchandising, mentioned that the partnership with ASP will improve access to official product and create a hub for supporters in Shenzhen and the surrounding area.

Luo Bin, CEO of ASP, highlighted that the company will leverage its national distribution network to synchronize online and offline product drops for the Chinese market, aiming for convenience and breadth of range.

Why This Matters for LFC’s Retail P&L

The Shenzhen store advances three commercial objectives:

1. Market depth in China – Physical presence complements digital channels and localizes the brand in a market with significant latent demand.

   
   

2. Network scale advantages – With 22 official stores globally, LFC cites the largest club-operated retail footprint among football teams and major U.S. franchises, allowing tighter control over pricing, service standards, and launch execution.

   
   

3. Product lifecycle management – Flagship and tier-one stores provide a platform for premium allocations, limited capsules, and community-based activations that can lift sell-through and average transaction value.