Liverpool FC has opened its first official standalone store in Hong Kong, marking a significant expansion of the club’s international retail presence. The new store was launched with the support of club legend Sir Kenny Dalglish, underscoring the importance of the occasion.
The store, situated at Kai Tak Sports Park, brings the club’s total number of standalone outlets to 20, strengthening its status as a global leader in football retail. According to the club, no other football team or major US sports franchise currently maintains a larger international network of official retail stores.
LFC’s footprint in Asia now includes nine standalone stores, over 100 shop-in-shops (SIS), multiple temporary outlets, and dedicated ecommerce shop-in-shops (eSIS). The region accounts for nearly one-third of the club’s international retail sales, reflecting the strategic significance of the market.
Hong Kong plays a key role in this regional growth. The city is home to 1.2 million LFC fans, drew a 2023/24 season TV audience of 3.9 million, and supports three Official Liverpool Supporters Clubs. It currently ranks as the second-most supported European football club in Hong Kong.
The store opening also marks the extension of LFC’s five-year partnership with All Star Partner, a sports and ecommerce retail company specialising in licensing, merchandising and brand retail. The collaboration is focused on enhancing access to official LFC products across 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, added: “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.”
