Liverpool has just opened its second official retail store in Indonesia

Liverpool FC strengthens its presence in Indonesia with the opening of a new official store in Surabaya

Liverpool FC has taken a significant step in strengthening its bond with its growing fanbase in Asia, particularly in Indonesia, with the opening of its new official retail store at Pakuwon Mall in Surabaya. The event, held on Saturday, 18 January, was graced by club legend Emile Heskey, who led the opening ceremony and met with local fans.

Highlights of the opening event

The launch not only marked a commercial milestone for the club but also offered fans a unique experience. Supporters enjoyed a meet-and-greet with Heskey, interacted with the club’s official mascot, Mighty Red, and participated in a series of activities designed to inspire confidence and foster a sense of belonging.

Before appearing in Surabaya, Mighty Red attended a community event in Jakarta organized in collaboration with the Inspiration Factory Foundation, underscoring the club’s commitment to social initiatives in the region.

A store with innovative design and local connection

The new Surabaya store reflects the innovative design of Liverpool FC’s flagship store at Liverpool ONE, capturing the rich architectural heritage of the club’s hometown. It offers fans access to a wide range of official products, including replica kits, exclusive apparel, and unique memorabilia.

Strategic expansion in Asia

The opening of this store follows the success of the club’s first establishment in Jakarta in July 2024. According to Lee Dwerryhouse, Liverpool FC’s Senior Vice President of Merchandising, Indonesia is a key market with over 28 million fans. “It’s fantastic to bring our brand closer to our supporters so they can feel part of the club,” he stated.

Meanwhile, Manoj Bharwani, CEO of Kanmo Group, expressed his excitement over the strong support from Indonesian fans. “This initiative will deepen the bond between the club and its passionate fanbase in the region,” he noted.

Global expansion plans

With the new store in Surabaya, Liverpool FC now operates 18 official stores worldwide and plans to open another in Denmark in 2025, reinforcing its commitment to connecting with its global fanbase.

Rajbir Chopra, Weston Corporation’s Sales Director, highlighted the positive impact of the new stores in Indonesia, stating that these initiatives would further strengthen the club’s connection with its fans in the country.

Conclusion

Liverpool FC’s expansion in Indonesia not only underscores its strategic focus on Asia as a key market but also reflects its desire to engage more deeply with its supporters in the region. With stores combining innovative design, exclusive products, and community-oriented activities, the club is building a lasting legacy among its fans worldwide.