Liverpool FC will strengthen its presence in Scandinavia and Europe by announcing the opening of two brand-new, standalone LFC Official Retail stores in Denmark and Norway, set to launch later this year.
This expansion – the first standalone LFC Retail stores in Scandinavia – comes as part of the club’s renewed five-year partnership with Unisport, Europe’s leading football retail specialist and social media-powered online football retailer.
The Denmark and Norway openings will bring LFC’s total number of retail locations to 20 globally, reflecting the club’s commitment to connecting with its passionate fanbase around the world.
The Scandinavian region is home to a passionate and engaged Liverpool FC fanbase. Across Europe, LFC boasts 56.4 million followers, a cumulative TV audience of 238.6 million for the 2023/24 season, and 155 Official Supporters’ Clubs.
The new stores in Copenhagen and Oslo will provide a dedicated space for these fans to access official LFC merchandise, club-branded apparel, and exclusive products.
Lee Dwerryhouse, senior vice president, Merchandising, Liverpool FC, expressed his enthusiasm for the continued partnership: “We’re excited to continue our successful partnership with Unisport, who are a key player in delivering the LFC retail experience to our supporters in Scandinavia and Central Europe. Our global fanbase is incredibly important to us, and this collaboration ensures that we can bring LFC closer to our supporters, no matter where they are located.
“The launch of the new LFC official retail stores in Denmark and Norway will further strengthen our presence in Scandinavia, offering Liverpool fans an authentic club retail experience.”
Michael Burk, CEO of Unisport, who joined LFC’s retail at Anfield to celebrate the partnership added: “We’re thrilled to continue our partnership with Liverpool FC, providing Unisport customers across Scandinavia and Central Europe with an unmatched shopping experience.
“This collaboration allows us to continue to offer Liverpool supporters the best in football gear, both online and in-store, while reinforcing our bond with the dedicated LFC fanbase in the region. With Unisport’s vision to spread joy through the power of football we’re confident this partnership will continue to inspire fans, and we look forward to being part of even more memorable moments for Liverpool FC fans as we continue to grow together.”
