Liverpool FC has officially announced plans to launch a standalone retail store on London’s iconic Oxford Street in May 2026. This move marks the club’s first permanent retail location in the UK capital and distinguishes Liverpool as the first Premier League team to secure a dedicated retail presence on one of the world’s most famous shopping corridors.
Expanding Global Retail Infrastructure
The new London storefront will serve as the eighth retail outlet for the club across the UK and Ireland, and will integrate into a wider, robust network of 23 official stores globally. According to club projections, this footprint represents the largest standalone retail presence of any sports organization worldwide, spanning both European football and major U.S. franchises.
The Oxford Street location will feature:
- Full Retail Portfolio: A complete range of official adidas match kits and exclusive club merchandise.
- Personalization Services: On-site customization for fans.
- Anfield-Inspired Design: The store layout will replicate the high-impact visual identity of the club’s flagship Anfield retail outlet.
Retail as a Strategic Revenue Channel
For Liverpool, direct-to-consumer (DTC) retail has evolved into a critical revenue stream. By establishing a presence on Oxford Street—a global retail hub that draws millions of international visitors annually—the club is positioning itself to capture significant foot traffic beyond the traditional matchday environment. This expansion reflects a broader industry trend where elite football clubs are moving toward “club-controlled” retail ecosystems to maximize merchandising margins and reinforce brand equity in major global urban markets.
Executive Perspective
Lee Dwerryhouse, Senior Vice President of Merchandising at Liverpool FC, commented on the milestone: “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.”
The new store is expected to create 16 jobs, further cementing the club’s investment in its UK-based retail operations.