Liverpool FC touches down at Jewel Changi with new standalone retail store

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Liverpool Football Club (LFC) has opened a new standalone retail store at Jewel Changi Airport, marking its third outlet in Singapore and 23rd worldwide, as the Premier League club doubles down on its commercial presence in Asia.

Situated within one of the world’s busiest travel hubs, which saw close to 70 million passengers last year, the new store is positioned to capture both international travellers and local fans.

The outlet aims to offer an immersiveretail experience for supporters looking to shop for official Reds merchandise while in transit or visiting the airport.

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The store carries the latest adidas products, a full range of official replica kits, exclusive LFC fashion and accessories, and club-branded souvenirs.

The move comes amid continued retail expansion for the club, off the back of a record-breaking season and growth of its global store network. Singapore remains a key market for LFC in Southeast Asia, with the club claiming 1.1 million fans in the country, two official Liverpool Supporters Clubs, and a cumulative TV audience of 603,000 for the 2024–25 season.

“Singapore has long been home to a passionate and dedicated LFC fan base. Opening our 23rd standalone store at Singapore Changi Airport is another important step in bringing Liverpool FC closer to our supporters in the region," said Lee Dwerryhouse, senior vice president of merchandising at LFC.

He added, " Singapore – and Asia more broadly – continue to be incredibly important to the club, and having a standalone store in one of the world’s busiest travel hubs allows us to connect with fans in a unique way, whether they’re travelling through the airport or based locally."

Dwerryhouse said the expansion is aimed at improving accessibility to the club, engaging supporters where they are, and sustaining the strong growth momentum of LFC’s retail business.

The opening comes as more global brands tap Singapore for experiential, standalone retail concepts. In November last year, Kylie Cosmetics opened its first standalone store in Singapore at Bugis Junction, giving fans a permanent space to explore the brand beyond online and pop-up activations.

Timed with the brand’s tenth anniversary, the store features the limited-edition “King Kylie collection” exclusive to Singapore, and combines retail with experiential elements such as immersive beauty activations, Black Friday promotions and curated sets, reflecting Kylie Cosmetics’ strategy of engaging fans directly while celebrating its decade-long growth.

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