Ahead of Liverpool FC’s pre-season clash with AC Milan, club legend Sir Kenny Dalglish helped unveil the Reds’ newest official retail store, its first in Hong Kong.
This latest opening marks LFC’s 20th standalone store worldwide, reinforcing the club’s position as a global leader in sports retail. No other football club, or major US sports franchise, operates a larger network of official retail outlets across the globe.
LFC’s retail expansion in Asia continues to accelerate. The club now runs nine standalone stores in the region, supported by over 100 shop-in-shops (SIS), a range of pop-up locations, and dedicated ecommerce shop-in-shops (eSIS).
Hong Kong plays a key role in that growth. Home to 1.2 million LFC fans, the city boasts a TV viewership of 3.9 million for the 2023/24 season and is home to three Official Liverpool Supporters Clubs, making LFC the second-most supported European football club in the region.
Located at Kai Tak Sports Park, the store’s launch also celebrates a five-year extension of the club’s partnership with All Star Partner (ASP), a leading sports and e-commerce retail specialist in licensing and merchandising for global brands. The renewed partnership aims to expand access to official LFC merchandise across both Hong Kong and Mainland China.
Lee Dwerryhouse, Senior Vice President of Merchandising at Liverpool FC, said:
“Asia continues to be one of our most important markets. With over 140 LFC retail outlets and nearly one-third of our international retail sales coming from the region, we’re proud to work alongside All Star Partner to deliver an experience to LFC fans that is locally accessible, premium and authentic.”
Luo Bin, CEO of All Star Partner, said:
“Liverpool FC is a football giant steeped in glory and legend, boasting a massive and highly loyal fan base worldwide—especially here in the Greater China region. As an international metropolis, Hong Kong has a profound sports culture heritage and a huge consumer market, while Kai Tak Sports Park is a vibrant hub for global sports events and cultural activities. We are confident that this LFC standalone store will not only provide Hong Kong and regional fans with a wide range of official merchandise to satisfy their passion for collection but also create an exclusive space for fan interaction, allowing them to immerse themselves in LFC’s unique football culture.”
The new store will offer local supporters access to the full range of official Liverpool FC merchandise – from club-branded apparel to exclusive collections and the latest retail drops. In celebration of the club’s preseason tour of Asia, All Star Partner have developed a special name and number design that pays homage to the local culture, which will feature on the players’ shirts for their match in Hong Kong. The special shirts will also be available for fans to purchase as is or get custom printed for a limited time.
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