South African retailer Old School has entered into a new long-term retail partnership with Liverpool Football Club.
Old School is one of South Africa’s leading leisurewear brands, founded by brothers Daneel and Stef Steinmann in a university dorm room in 2019.
It has quickly become a leading retail brand, providing high-quality custom merchandise, leisurewear and retro kits for football and rugby fans.
As per the five-year agreement, Old School will launch the club’s first standalone stores across Africa.
Old School will deliver the official LFC Retail experience via online and offline channels, launching e-commerce and multiple shop-in-shops across South Africa in the first year.
Plans are alsi in place to open multiple official standalone LFC Retail stores in the country, which it set to bring the club even closer to its passionate local fan base.
There are 12.5 million LFC supporters in South Africa, which is more than any other Premier League club, alongside 8.9 million social followers and 37 million cumulative TV viewers last season.
The reigning Premier League champions said that the partnership marks a significant step in establishing a new physical retail footprint for the club to meet its growing fan demand across the region.
“We’re thrilled to welcome Old School to the LFC Retail family,” said Lee Dwerryhouse, senior vice-president of merchandising at LFC.
“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.”
Daneel Steinmann said that the partnership with LFC marks a significant milestone for the company.
He noted that the club’s heritage, identity and strong connection with supporters reflect many of the principles that shaped Old School 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.”
