Liverpool Football Club has officially opened its new retail store on Oxford Street, marking a significant milestone in bringing the club closer to supporters in the capital.
Opening its doors to the public today, the store offers fans an immersive retail experience in one of the world’s most iconic shopping destinations.
This landmark opening will see Liverpool FC become the first Premier League club to establish a retail presence on Oxford Street, underlining the club’s continued innovation in global fan engagement.
To mark the occasion, Liverpool FC hosted an exclusive preview event on Thursday evening, giving guests an early look at the new space through a private shopping experience. Attendees were among the first to explore the store’s full product offering, including official kits, exclusive collections, and personalised merchandise.
The celebrations continued at “The Red Men Pub”, which was specially rebranded from ‘The Green Man Pub”, for the evening to mark the occasion. Guests were treated to a vibrant gathering that captured the spirit and heritage of the club, featuring a special appearance from Sir Kenny Dalglish.
King Kenny headlined a live Q&A session, sharing stories and reflections from his illustrious career with attendees.
Inspired by the club’s Liverpool One store, the Oxford Street store blends Liverpool FC’s identity with the energy of London, featuring a bold, light-filled space with clean lines and strong branding, where club colours and crest elements create a clear and unmistakable Liverpool FC identity.
As the most supported Premier League club globally, this retail expansion further reinforces Liverpool FC’s position as a global leader in sports retail, with more standalone retail outlets than any other team in world sport.
Lee Dwerryhouse, senior vice president, merchandising at LFC, 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 fanbase. The preview event was a brilliant way to celebrate with our community ahead of launch and having Sir Kenny Dalglish join us made it truly special. We’re looking forward to welcoming fans through the doors.”
Liverpool FC invites supporters to visit the Oxford Street store from today and be part of this landmark opening.
