NewsLFC expands global presence with first official store in Hong Kong

The opening of the Reds’ 20th standalone retail store underlines LFC’s position as a global leader in sports retail. No other football club – or major US sports franchise – has a larger network of official retail outlets globally.

In Asia, LFC’s retail presence continues to grow at pace. The club now operates nine standalone stores across the region, alongside more than 100 shop-in-shops, multiple pop-ups, and dedicated e-commerce shop-in-shops.

Hong Kong is a key part of that success, home to a passionate LFC fan base, including 1.2 million fans, a TV audience of 3.9 million across the 2023-24 season, and three Official Liverpool Supporters Clubs – making the Reds the second-most-supported European football club in Hong Kong.

The launch at Kai Tak Sports Park also marks a five-year partnership extension between LFC and All Star Partner, a leading sports and e-commerce retail company focused on licensing, merchandising and retail for global sports brands. Together, the two organisations are focused on expanding access to LFC retail and official club products throughout Hong Kong and mainland China.

Lee Dwerryhouse, senior vice-president of merchandising at LFC, 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 pre-season tour of Asia, All Star Partner has 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.