Liverpool FC Opens First Standalone Retail Store in Scandinavia with Daniel Agger.

Roger Hampel

Photo Credit: Liverpool FC

Liverpool FC has officially opened its first standalone retail store in Scandinavia, launching in Copenhagen’s Jorcks Passage with the support of former club captain Daniel Agger. The new store marks a key moment in Liverpool’s ongoing global retail expansion and reflects the club’s deepening commercial presence in northern Europe.

The Danish capital becomes the latest international city to host an official LFC store, bringing the club’s total number of standalone stores worldwide to 19 — more than any other football club or professional sports team globally.

Daniel Agger Reconnects with Local Fan Base Liverpool Scandinavia

The opening was celebrated with a launch event featuring Daniel Agger, a Liverpool legend and Denmark international who played for the club from 2006 to 2014. Agger’s presence provided local relevance and legacy appeal, further connecting the brand with its Scandinavian supporter base.

The in-store experience included the club’s official mascot, Mighty Red, who toured the city on a branded cargo bike, and merchandise celebrating historic moments such as Liverpool’s 2005 Champions League win in Istanbul and the 2019–20 Premier League title.

Strategic Collaboration with Unisport

The Copenhagen store was developed in partnership with Unisport, Liverpool’s official retail partner in the region. The project is part of a renewed five-year agreement between the club and the football retail specialist. The shop’s design takes cues from the Liverpool ONE flagship location, combining global brand consistency with architectural influences tailored to the city’s style.

According to Markus Wonko, Chief Sales Officer at Unisport, the launch reinforces both parties’ shared goal of delivering a premium in-store experience while engaging with Liverpool’s loyal Scandinavian fan base.

Commercial Context and Regional Importance

Scandinavia represents a strategically important market for Liverpool. The club is the most-followed Premier League team in the region, boasting more than two million fans, a TV audience of 22.9 million in the 2023/24 season, and four Official Liverpool Supporters Clubs.

By establishing a permanent retail presence in Copenhagen, Liverpool FC enhances both its brand visibility and its direct-to-consumer capabilities in a market that already demonstrates strong engagement metrics.

Lee Dwerryhouse, Liverpool’s SVP of Merchandising, described the move as part of the club’s wider ambition to bring the LFC experience to fans globally — not only through digital channels but with immersive, location-specific retail.

Liverpool’s Global Retail Strategy

The Copenhagen store reflects Liverpool’s broader retail strategy, which aims to:

• Scale international retail operations

• Drive footfall and merchandise sales through flagship experiences

• Provide cultural authenticity while maintaining brand cohesion

• Engage fans through localised activations and player-led launches

  
  

With over three million visitors to its stores worldwide last season and growing demand for direct fan access in key regions, Liverpool continues to evolve into a globally integrated lifestyle and merchandising brand.