LFC and Danish Legend Daniel Agger officially opened the club’s first standalone retail store in Copenhagen, Denmark, marking a milestone in its continued global growth.This new opening means the club now has 19 official retail outlets globally, more standalone stores than any other team in world sport, including football and US franchises.
Situated in the iconic Jørcks Passage, the Copenhagen store was developed in collaboration with the club’s official retail partner, Unisport, as part of Liverpool FC’s renewed five-year partnership with the leading football retail specialist.
Its design takes inspiration from the innovative look of the club’s Liverpool ONE flagship store, paying tribute to Liverpool’s rich architectural heritage.
Supporters visiting the new location were able to browse the full range of official replica kits, exclusive Liverpool FC fashion and accessories, as well as unique souvenirs. The store also features the club’s new commemorative collections celebrating the anniversary of Istanbul and Premier League title win.
The launch event brought the spirit of Liverpool to the Danish capital, including a host of activities aimed at bringing LFC closer to the local fanbase, including a visit from the club’s official mascot, Mighty Red, who took to the city on a red cargo bike.
LFC is the most followed Premier League team in Scandinavia, where there are more than 2 million passionate fans, a cumulative TV audience of 22.9 million for the 2023-24 season, and 4 Official Supporters Clubs.
Lee Dwerryhouse, senior vice president of merchandising at Liverpool FC, said: “We’re excited to open our first standalone LFC retail store in Scandinavia, a region with such a loyal fanbase. This launch is a significant step in bringing the LFC experience closer to our supporters, offering them access to the club they love in a truly authentic and meaningful way.
“With over 3 million visitors to our stores worldwide last season, expanding our international retail presence remains a key priority, and this opening in Copenhagen strengthens our commitment to engaging with fans globally. And we’re also delighted to confirm we now have more standalone stores than any other team in world sports, including football and across US franchises.”
Markus Wonko, chief sales officer at Unisport, said: “Following the extension of our partnership early this year we are now thrilled to extend the LFC experience into the busy streets of Copenhagen. True to our vision to spread joy through the power of football we are honouring our commitment of offering Liverpool supporters the best in football gear, both online and in-store, while reinforcing our bond with the dedicated LFC fan base in the region.”
Following the Copenhagen launch, LFC and Unisport will expand their Scandinavian presence further with an additional store set to open in Norway later this year.
