Liverpool has decided to expand its retail business in one of Asia’s important areas.
Liverpool has taken a huge step towards expanding its influence in Asia by committing to its first retail collaboration in South Korea.
The Reds have been on a mission to expand the brand globally, signing a deal with All Star Partners last year to expand their retail and merchandising opportunities in China, with the agreement making official retail merchandise more accessible through digital e-commerce marketplaces on the Tmall, Douyin, and JD platforms.
They have now taken additional steps to boost revenue growth and ensure that they are well-positioned as a global brand in key markets such as Asia, collaborating with Over the Pitch, a brand and creative design studio founded in 2014 that promotes football culture in the country and collaborates with domestic and international clubs. The new relationship aims to connect fans in the market closer to the club and expand its growing fanbase.
The relationship will centre on product creation, market expansion, and expanding the Reds’ fan base in such a vital, rising area.
The initial launch will include two new shop-in-shops in Hongdae (Seoul) and Suwon, which will offer official club items. There are also plans for a freestanding store.
Mike Cox, Liverpool FC’s senior vice president of merchandising, stated, “We’re thrilled to be partnering with Over the Pitch in South Korea; it’s an exciting opportunity for LFC Retail in a rapidly growing market.”
“As a club with fans all around the world, we have big intentions to expand our worldwide footprint in important areas, and this alliance is an excellent opportunity to accomplish so.
“Using their local knowledge, we can provide supporters with better access to official club items. The in-store experiences will include LFC branding to help supporters feel like they are a part of the LFC family and understand what the club stands for.
Last month, the club collaborated with Swire Properties to deliver a completely immersive celebration of the legendary Anfield experience to fans across the Chinese mainland and Hong Kong, with the current agreement only one of a number of projects expected in the region as the club strives to be the dominating brand.
Hokeun Choi, creative director and CEO of Over the Pitch, stated, “We are overjoyed to be collaborating with such a massive club with a strong fanbase in Korea while also being the most symbolic and historical club in the world.”
“We are definitely looking forward to our future plans and cannot wait to bring Korean fans closer to Liverpool FC with our abundant collaborating experience with different clubs and unique designs and branding.”