Liverpool Football Club plans to launch two new standalone official retail stores in Denmark and Norway.
Opening later in 2025, the initiative marks the club’s first venture into standalone retail locations in Scandinavia.
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It is part of a renewed five-year partnership with Unisport, an European football retail specialist known for its strong online presence fuelled by social media.
The upcoming stores in Copenhagen and Oslo will bring the total number of Liverpool FC’s global retail outlets to 20.
The stores will offer fans a dedicated venue to purchase official Liverpool FC merchandise, including club-branded apparel and exclusive products.
Liverpool FC merchandising senior vice-president Lee Dwerryhouse stated: “We’re excited to continue our successful partnership with Unisport, [which is] a key player in delivering the LFC retail experience to our supporters in Scandinavia and Central Europe.
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By GlobalData“Our global fan base is incredibly important to us, and this collaboration ensures that we can bring LFC closer to our supporters, no matter where they are located.
“The launch of the new LFC official retail stores in Denmark and Norway will further strengthen our presence in Scandinavia, offering Liverpool fans an authentic club retail experience.”
Liverpool FC has 56.4 million followers in Europe, and a 238.6 million-strong TV audience for the 2023/24 season.
Unisport CEO Michael Burk stated: “We’re thrilled to continue our partnership with Liverpool FC, providing Unisport customers across Scandinavia and Central Europe with an unmatched shopping experience.
“This collaboration allows us to continue to offer 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.”
