Liverpool take retail model into key US market
Liverpool are preparing to open their first permanent retail stores in the US, extending a global network that has become an increasingly important part of the club’s commercial growth strategy.
Liverpool are in advanced discussions to open permanent retail stores in the US as the club target 40 global outlets by 2030 and seek to expand their largest overseas merchandise market.Liverpool target US first with permanent store pushLiverpool are planning permanent retail stores in the US as the Premier League club seek to turn an estimated American fanbase of 26m into stronger merchandise sales and year-round commercial engagement.The club currently operate 26 stores globally and expect to exceed 30 by the end of the 2026-27 season, with the US expansion supporting a longer-term target of 40 locations by 2030.Liverpool chief commercial officer Ben Latty said: “Clearly, we’re not at the end of that because we haven’t opened anything or announced anything yet, but I’d say we are pretty advanced in terms of speaking to the right people.”Latty told Sportico: “We can’t expect our numbers to grow organically. We’ve got to work for them, and we’ve got to strategically put our investment where we think it’s going to return the highest revenue for us as a club. We are working hard behind the scenes.”Liverpool have not disclosed the proposed locations, opening dates or investment required, although their retail team have assessed several major US cities as the club develop the operating model.The US already accounts for approximately 26% of Liverpool’s international retail sales, making it their leading overseas market and a logical destination for permanent stores.No Premier League club currently operate a permanent retail outlet in the country, giving Liverpool an opportunity to establish an early advantage over domestic rivals that have relied mainly on online sales and temporary activations.Paris Saint-Germain already operate stores in Los Angeles, Miami and New York, while Manchester City have previously tested pop-up locations without establishing a permanent US retail presence.Liverpool’s existing network includes stores in the UK, Hong Kong, Singapore, Indonesia, South Africa, Denmark and Ireland, with new outlets opening in London and Bali during 2026.Permanent stores would give Liverpool greater control over customer data, product presentation and local activations while supporting merchandise sales under their Adidas kit partnership.The expansion forms part of a wider commercial growth strategy after Liverpool generated £324m in commercial revenue in their latest accounts, representing growth of almost 50% across four years.Liverpool must now finalise local partners, property agreements and launch markets before confirming the first sites in what could become the Premier League’s first permanent US retail network.