Liverpool FC has signed its first retail partnership in South Korea with brand and creative design studio Over the Pitch.

The partnership will include collaboration in product development, market expansion and development of the Liverpool FC fanbase in the country. 

The initial plans feature two new shop-in-shops in Hongdae (Seoul) and Suwon selling official merchandise, followed by a standalone store.

“As a club with fans based all around the world, we have ambitious plans to grow our international presence in key markets and this partnership is an ideal way of doing that,” said Mike Cox, SVP of merchandising at Liverpool FC.

“With their local knowledge, we can give supporters easier access to official club merchandise. The in-store experiences will feature LFC branding for supporters to feel a part of the LFC family and connect with what this club is about.”

The club said the deal supports its ambitions for growth in Asia, following the partnerships with Hong Kong’s Swire Properties last month and China’s All Star Partners last year.