Liverpool FC Opens Oxford Street Store as Premier League Retail Expansion Continues.

Roger Hampel

Image: Liverpool FC

Liverpool FC has officially opened a new flagship retail store on Oxford Street in London, becoming the first Premier League club to establish a permanent retail presence on one of the world’s most commercially significant shopping streets.

The opening represents another step in Liverpool’s broader retail and global fan engagement strategy, with the club continuing to expand its direct-to-consumer operations beyond traditional football environments.

Retail Presence Moves Into One of World Football’s Most Valuable Commercial Locations Liverpool FC

The new store is located on Oxford Street, one of the highest-footfall retail destinations globally and a major hub for tourism and international consumer traffic. The club described the project as an immersive retail experience inspired by its Liverpool One flagship store while adapting the concept to London’s commercial and cultural environment.

Liverpool FC stated that it now operates more standalone retail outlets than any other sports team globally, underlining the increasing importance of merchandise and direct retail infrastructure within elite football business models.

Brand Experience and Community Activation

The launch included a private preview event and a temporary rebrand of a nearby London pub into “The Red Men Pub,” creating a wider city-centre activation around the opening. Sir Kenny Dalglish also appeared during the opening celebrations, connecting the retail launch with club heritage and supporter identity.

Executive Comment

Lee Dwerryhouse, Senior Vice-President of Merchandising at Liverpool FC, linked the store directly to the club’s international audience strategy, speaking via Liverpool’s official website:

“Opening on Oxford Street is a huge moment for Liverpool FC.”

He also highlighted the importance of supporter accessibility and global visibility:

“This flagship store brings us even closer to our supporters in London and beyond.”