Liverpool FC legend Steve McManaman has officially opened the club’s newest standalone retail store in Shenzhen, the Reds’ first in mainland China.
The launch marks the second Liverpool FC store to open in the region since July, and the 22nd worldwide, reinforcing the club’s commitment to expanding its global retail footprint and connecting with supporters across Asia.
The milestone comes off the back of one of the strongest years in the club’s retail history, fuelled by LFC’s 20th league title and a record-breaking kit launch. With 22 official stores now open around the world, Liverpool FC continues to lead the way in sports retail – no other football club or major US sports franchise operates a larger network of official outlets.
Asia remains a key growth market for the Reds, accounting for almost one-third of all international retail sales. In China alone, the club boasts more than 45 million fans, six Official Liverpool Supporters Clubs, and a TV audience of 37.5 million for the 2024/25 season.
The new Shenzhen store, located on Level L1 of the South Pavilion at Shenzhen K11, has been created in partnership with All Star Partner (ASP), as part of Liverpool FC’s renewed five-year collaboration with the leading sports and e-commerce retailer.
Taking design inspiration from the club’s flagship Liverpool ONE store, the new space blends elements of Liverpool’s iconic architecture with Shenzhen’s modern, energetic spirit.
Supporters visiting the new store were among the first to browse the latest adidas kits and culture wear, alongside official replica shirts, exclusive fashion collections, and unique souvenirs. Fans also enjoyed interactive experiences, including a shooting challenge, immersive photo opportunities, and a dedicated message wall – bringing them even closer to the club they love.
Lee Dwerryhouse, SVP of Merchandising at LFC, said:
“We’re delighted to open our latest official retail store in Shenzhen in partnership with All Star Partner.
“China is home to a huge fanbase of Reds, and it’s important that we continue to provide them with opportunities to engage with the club. This new retail store will allow supporters in Shenzhen and the surrounding region to access the full range of official LFC merchandise, and we’re excited to see it become a hub for fans in the area.”
Luo Bin, CEO of ASP, added:
“As an official retail partner of LFC, we have always been committed to bringing high-quality sports IP products to Chinese consumers. This new store not only upholds ASP’s vision of ‘inspire sports lifestyle’ but also precisely caters to the needs of Liverpool FC fans. In the future, we will leverage our national distribution network to launch new products in online and offline stores, ensuring more Liverpool fans can enjoy a convenient shopping experience.”
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