Liverpool open Oxford Street flagship store
Liverpool have opened a flagship store on London’s Oxford Street as part of a wider retail growth push that treats merchandising as a core global revenue line.
Liverpool have launched a new retail store on Oxford Street, becoming the first Premier League club to establish an official shop on one of the world’s highest-footfall shopping streets.The opening is designed to move the club closer to supporters in London and visiting fans, while strengthening a retail strategy that has become a material commercial pillar alongside matchday and media income.Lee Dwerryhouse, senior vice-president of merchandising at Liverpool, said: “Opening on Oxford Street is a huge moment for Liverpool FC. This flagship store brings us even closer to our supporters in London and beyond, offering an exciting and immersive retail experience that reflects the passion and heritage of the club.“As the first Premier League club to have a presence on Oxford Street, it’s a proud milestone for us and a testament to our global fan base.”The club said the store will carry official kits, exclusive ranges, club own-brand collections and personalisation services, aligning the offer with the merchandising expectations of a flagship, destination retail format.Liverpool has positioned the store as part of a broader retail network that includes eight outlets across the UK and Ireland and 23 official stores globally, as it looks to maximise demand beyond matchdays and reduce reliance on performance-led revenue swings.A pre-launch event was held on May 14 as a private shopping preview aimed at supporters and partners, giving early access to the store’s product line-up and providing content and community value around the launch.Sir Kenny Dalglish appeared as part of the opening programme, headlining a live Q&A session tied to the launch celebrations and reinforcing the club heritage element that is often central to premium retail storytelling.The club described the store design as inspired by its Liverpool ONE concept, blending core club identity with a London footprint through prominent branding and a space built for high-capacity retail traffic.Oxford Street gives Liverpool a high-visibility shop window in a market where they already have a large supporter base and where tourism-driven footfall can translate into high-margin impulse purchasing and gifting.The move also supports the club’s wider licensing and partner ecosystem by creating a physical platform that can be used for kit launches, limited drops and activation programmes tied to the season calendar.Liverpool have invited supporters to visit the Oxford Street store from May 15, with the club using the opening as a statement of intent that retail is now a strategic growth engine rather than a secondary club function.