Liverpool joins SA retailer to launch first standalone merch stores in Africa

Liverpool Football Club (LFC) is set to open its first official standalone merchandise stores in Africa.

This is after signing a long-term retail partnership with Old School – one of South Africa’s leading supporter and leisurewear brands.

The five-year agreement will see Old School operate official LFC retail outlets across South Africa, marking the club’s first physical retail presence on the continent.

The rollout will begin with an e-commerce platform and several shop-in-shop locations, with standalone Liverpool FC stores planned to follow.

Liverpool is the ‘biggest club in SA’

The move reflects the scale of the club’s local support. Liverpool has an estimated 12.5 million supporters in South Africa – more than any other Premier League team. This is alongside millions more followers across social media and television audiences.

While Liverpool merchandise has long been available through third-party retailers, the partnership signals a shift toward a more direct retail model aimed at meeting growing demand from African supporters.

The club has expanded its global retail footprint in recent years, opening stores in key international markets.

Liverpool now operates 22 standalone retail stores worldwide, more than any other football club. The South African expansion follows a record-breaking year for LFC Retail globally. This was driven by increased demand for kits and branded merchandise.

“This partnership with Liverpool FC marks an important milestone for us,” said Daneel Steinmann, founder and CEO at Old School.

“The club’s heritage, identity and strong connection with supporters reflect many of the principles that have shaped our business from the very beginning.”