Liverpool signs long-term deal with Old School

Premier League giants Liverpool have announced a new five-year partnership with South African leisurewear brand, Old School, who will become the club’s first-ever Retail Partner in South Africa. Joining as a retail partner. Old School will provide the official Liverpool FC Retail experiences, both online and offline, in South Africa through launching e-commerce and multiple shop-in-shops in the first year of the partnership. Both will also work together to eventually launch multiple official standalone Liverpool Retail stores in South Africa. 

Lee Dwerryhouse, Senior Vice-President of Merchandising, commented,

“We’re thrilled to welcome Old School to the LFC Retail family. 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. Following a record-breaking season for our retail team, this partnership is an important step in our continued growth, helping us connect with more fans worldwide and deliver the best possible experience. We’re excited to build on that momentum as we look ahead to another strong year for LFC Retail.”

Daneel Steinmann, founder and CEO at Old School, said,

“This partnership with Liverpool FC marks an important milestone for 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. We’ve always believed that fans deserve merchandise that carries meaning as well as quality and bringing the official LFC Retail experience to South Africa is a responsibility we’re proud to take on. Our focus is on respecting the club’s legacy while delivering a world-class retail experience for the millions of Liverpool FC supporters across the region.”