Liverpool FC Brings Its First Official Store to South Africa
Liverpool fans in South Africa have reason to celebrate. The iconic English football club has announced plans to open its first official standalone store on the African continent and yes, it’s happening right here in South Africa.
The news comes via LFC Retail, which revealed the club has partnered with Old School, a homegrown South African supporter and leisurewear brand, to deliver a full Liverpool FC retail experience. This partnership will include online sales, shop-in-shop locations, and standalone stores, all set to roll out over the next five years.
A Local Fanbase Ready to Celebrate
South Africa is home to an estimated 12.5 million Liverpool FC supporters, the largest fan base in the country for any Premier League club. Social media reaction to the news was immediate. One fan on Instagram, @Princedon5763, wrote, “Can’t wait to get authentic LFC gear!” Another simply shouted, “Hugeeeeeee!!!!”
Fans are already calling for stores not just in Johannesburg, but also Cape Town, eager to access official kits, scarves, and other merchandise without importing it from overseas.
Why Old School Was the Perfect Partner
The collaboration with Old School is strategic. Founded in 2019 by two brothers from a university dorm, Old School has quickly grown into one of South Africa’s leading retail brands for football and rugby merchandise.
Lee Dwerryhouse, Liverpool FC’s senior vice-president of merchandising, said, “Old School’s expertise in supporter merchandise and their understanding of South African sporting culture make them the right partner to bring LFC standalone stores and shop-in-shop locations to Africa for the first time.”
For Old School CEO Daneel Steinmann, the deal represents a milestone: “The club’s heritage, identity and strong connection with supporters reflect many of the principles that have shaped our business. Bringing the official LFC Retail experience to South Africa is a responsibility we’re proud to take on.”
Liverpool FC’s Global Retail Success
Globally, LFC Retail has experienced a record-breaking period. The club currently operates 22 standalone stores worldwide, more than any other football team or major US franchise. Last season alone, Liverpool merchandise reached 37 million cumulative TV viewers, with 8.9 million social media followers engaging with the brand.
With this strong global momentum, expanding into South Africa was a natural next step. The official stores will allow fans to connect with the club in a tangible way, from wearing the latest kits to owning heritage items that celebrate LFC’s history.
What Fans Can Expect
While the exact locations of the stores are yet to be announced, the partnership promises:
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Multiple official standalone LFC Retail stores across South Africa.
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Shop-in-shop locations integrated into existing stores.
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A full e-commerce platform to reach fans nationwide.
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Merchandise that respects the club’s legacy while offering quality and authenticity.
For millions of South African fans, this move isn’t just about buying a jersey, it’s about celebrating a football community that spans continents.
This launch signals a growing recognition of South African football culture on the global stage. Clubs like Liverpool are acknowledging that passion isn’t just confined to the UK, it thrives in stadiums, living rooms, and social feeds across Africa. The partnership with Old School ensures that fans won’t just buy merchandise; they’ll be part of an authentic LFC experience rooted in local culture.
Source: IOL
Featured Image: X{@LFCRetail}
