Paris Saint-Germain and Lids are opening a new official PSG store on Oxford Street, the famous London thoroughfare.
The Parisian outfit is the first non-British sports club to set up shop in the UK capital –which is the latest step in its innovative strategy for developing a permanent retail network in the world’s biggest cities to reach Paris Saint-Germain fans around the world.
This ground-breaking move follows the opening of official club stores in Doha, New York, Los Angeles, Tokyo, Seoul, Miami and most recently, Las Vegas. It is founded on the outstanding work Paris Saint-Germain has done over the last decade to raise and enhance the awareness and presence of its brand on every continent and reinforce the brand’s lifestyle positioning with exclusive collections and collaborations with top local designers and talent.
A country that loves football and is no stranger to setting trends, the UK has succumbed to PSG mania. The Rouge & Bleu PSG Jersey is worn by many Brits and is especially popular with younger generations. The UK is now the club’s second-biggest market in terms of merchandising.
