Venezia FC Opens New Official Store at Venezia Santa Lucia Railway Station.

Roger Hampel

Image: Venezia FC

Venezia FC has opened a new official retail store inside the Venezia Santa Lucia railway station, operated by Grandi Stazioni Retail S.p.A., expanding the club’s physical retail footprint in the historic centre of Venice.

The location, positioned opposite the station’s main entrance, provides access to one of the city’s highest footfall areas, serving millions of domestic and international travellers annually. The opening increases Venezia FC’s city-based retail presence to three locations — Rialto, Campo Santi Apostoli — in addition to the Cà Venezia store at the club’s headquarters in Mestre.

Retail Expansion Within High-Traffic Infrastructure Venezia FC

The Santa Lucia store represents a strategic move into transport-linked commercial real estate, a model increasingly used by clubs seeking to monetise tourism flows alongside local supporter demand.

Unlike stadium-based retail, transport-hub stores operate year-round and target a broader demographic, including short-stay visitors and international consumers. The “grab-and-buy” format introduced at the station focuses on high-turnover products, including:

• current season official kits (adult and youth)

• Urban and Premium Essential lifestyle collections

• selected official accessories

Image: Venezia FC

VFC Commerce Strategy and Brand Positioning

The store opening forms part of Venezia FC’s broader VFC Commerce development plan, which positions retail as a core pillar of the club’s brand strategy rather than a secondary merchandising channel.

Venezia FC has increasingly aligned its commercial approach with lifestyle and fashion-oriented positioning, differentiating itself within Serie A and Serie B markets by integrating sport, design, and urban culture. The Santa Lucia location strengthens the club’s presence within Venice’s urban fabric while leveraging the city’s global tourism appeal as a revenue amplifier.