Liverpool FC to Open Oxford Street Store as Global Retail Network Expands.

Roger Hampel

Image: Liverpool FC

Liverpool F.C. has announced plans to open a standalone retail store on London’s Oxford Street in May 2026, marking the club’s first permanent retail location in the UK capital. The move places Liverpool among international brands operating on one of the world’s most prominent shopping corridors and makes the club the first Premier League team to establish a dedicated retail presence on Oxford Street.

Expanding Global Retail Infrastructure Liverpool FC

The London store will become Liverpool’s eighth retail outlet across the UK and Ireland and part of a wider network of 23 official stores globally. According to the club, the total represents the largest standalone retail footprint among sports organisations worldwide, including both football clubs and U.S. franchises.

The new location will offer the club’s full retail portfolio, including adidas match kits, exclusive merchandise ranges and on-site personalisation services. The store design will draw on the concept used in Liverpool’s flagship retail outlet at Anfield, integrating the club’s visual identity and branding into the retail environment.

Retail as Strategic Revenue Channel

For Liverpool, direct-to-consumer retail has become an increasingly important revenue stream within the club’s commercial model. Positioning a store on Oxford Street – a retail destination that attracts millions of international visitors annually – allows the club to capture foot traffic from global supporters outside the matchday environment.

The opening also reflects a broader industry shift toward club-controlled retail ecosystems, allowing teams to capture a larger share of merchandising margins while strengthening brand presence in major urban markets.

Executive Comment

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

“Launching a store on Oxford Street is a significant milestone in our retail journey. Being part of one of the world’s most recognised shopping destinations underlines the momentum behind our retail growth and allows us to connect with more fans in a truly iconic setting. Building on a record-breaking season, this move strengthens our ability to engage with supporters and deliver a best-in-class retail experience that reflects the ambition of Liverpool FC.”

Local Employment and Retail Operations

The new store is expected to create up to 16 jobs, expanding Liverpool’s retail workforce in the UK while supporting the club’s continued investment in direct retail operations. Further details, including the official opening date, are expected to be announced closer to launch.