Liverpool FC to Open First Standalone Retail Store in London

Liverpool FC is set to open its first standalone retail store in London on Oxford Street in May 2026, marking a major step in the club’s push to treat retail as a global business, not just matchday add on.

First Premier League presence on Oxford Street

The new outlet will make Liverpool the first Premier League club with a dedicated store on Oxford Street, putting the badge alongside international brands on one of the world’s busiest shopping corridors. It will be the club’s eighth store in the UK and Ireland and part of a 23 strong global network, which LFC says is the largest standalone retail footprint of any sports team worldwide.

Lee Dwerryhouse, senior vice president of merchandising at LFC, 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.”

Concept and product mix

Accessed directly from the high street, the store will stock adidas match kits, LFC own brand collections and exclusive product ranges, with on site personalisation for names, numbers and patches. The interior design will echo the club’s Anfield flagship concept, bringing stadium inspired visuals and storytelling into a central London setting.

Strategic retail move

Club executives frame Oxford Street as a milestone in a retail strategy that leans heavily into direct to consumer sales and high traffic locations. With millions of international visitors passing through the area annually, the store is designed to capture global fans far from Anfield, while also creating up to 16 new roles in the club’s UK retail team.