LFC expands global presence as Steve McManaman opens new store in Shenzhen
Liverpool FC legend Steve McManaman has officially opened the club's newest standalone retail store in Shenzhen – the first in mainland China.
The launch marks the second LFC store to open in the region since July – and 22nd worldwide – underlining the club's continued investment in growing its retail presence and engaging with its passionate fanbase in China.
Building on one of the strongest years in the club's retail history – driven by its 20th league title and record-breaking kit launch – the opening of the 22nd standalone store reinforces Liverpool FC's position as a global leader in sports retail.
No other football club, or major US sports franchise, operates a larger network of official retail outlets worldwide.
Asia continues to be an important market for LFC, with nearly one-third of international retail sales coming from the region. China is a key part of that success, where there are more than 45 million fans, six Official Liverpool Supporters Clubs, and a cumulative TV audience of 37.5 million for the 24/25 season.
The new store, located on Level L1 of the South Pavilion at Shenzhen K11, was developed in partnership with All Star Partner (ASP), as part of the club's renewed five-year partnership with the leading sports and e-commerce retail company.
Its design takes inspiration from the innovative look of the club's Liverpool ONE flagship store and seamlessly integrates Liverpool's rich architectural heritage with Shenzhen's innovative vitality.
Supporters visiting the new location were able to browse the new adidas kits and culture wear, full range of official replica kits, exclusive LFC fashion and accessories, as well as unique souvenirs.
Additionally, they took part in a shooting challenge, an immersive photo opportunity, and a fan message wall, offering local fans more opportunities to feel even closer to the club.
Lee Dwerryhouse, SVP of Merchandising at LFC, said: "We're delighted to open our latest official retail store in Shenzhen in partnership with All Star Partner.
"China is home to a huge fanbase of Reds, and it's important that we continue to provide them with opportunities to engage with the club.
This new retail store will allow supporters in Shenzhen and the surrounding region to access the full range of official LFC merchandise, and we're excited to see it become a hub for fans in the area."
Luo Bin, CEO of ASP, added: "As an official retail partner of LFC, we have always been committed to bringing high-quality sports IP products to Chinese consumers. This new store not only upholds ASP's vision of 'inspire sports lifestyle' but also precisely caters to the needs of Liverpool FC fans.
In the future, we will leverage our national distribution network to launch new products in online and offline stores, ensuring more Liverpool fans can enjoy a convenient shopping experience."