May 19 – Liverpool have opened its first standalone retail store in Denmark. The new outlet, located in the heart of Copenhagen’s Jørcks Passage, was unveiled by former Liverpool and Denmark defender Daniel Agger in a launch event that brought the club’s brand directly to fans in the region.
The store marks the Premier League club’s 19th official retail outlet worldwide – more than any other club or team in world sport, according to the club, including franchises in US leagues.
Developed in collaboration with LFC’s official retail partner, Unisport, the Copenhagen store is part of a renewed five-year deal between the two parties.
The opening also serves as a nod to Liverpool’s sizeable Scandinavian following. The club claims more than 2 million fans across the region, including a 22.9 million cumulative TV audience for the 2023-24 season and four official supporters clubs. As part of the store launch, the club’s mascot, Mighty Red, toured the city on a branded cargo bike to engage with fans.
Lee Dwerryhouse, senior vice president of merchandising at Liverpool, said: “We’re excited to open our first standalone LFC retail store in Scandinavia, a region with such a loyal fanbase. This launch is a significant step in bringing the LFC experience closer to our supporters, offering them access to the club they love in a truly authentic and meaningful way.
“With over 3 million visitors to our stores worldwide last season, expanding our international retail presence remains a key priority, and this opening in Copenhagen strengthens our commitment to engaging with fans globally. And we’re also delighted to confirm we now have more standalone stores than any other team in world sports, including football and across US franchises.”
Contact the writer of this story, Harry Ewing, at moc.l1747685434labto1747685434ofdlr1747685434owedi1747685434sni@g1747685434niwe.1747685434yrrah1747685434