May 3 – Liverpool are opening up in China with a new official retail partnership with All Star Partners (ASP).
All Star Partners are a leading Chinese sports and e-commerce retail company focussed on merchandising leading global sports club and league brands.
Liverpool’s official retail merchandise will become available via digital ecommerce marketplaces on the Tmall, Douyin and JD platforms. The club will collaborate with ASP on product development, market expansion, e-commerce development and growing the LFC fan base in China and east Asia.
Mike Cox (pictured centre), Senior Vice President Merchandising at Liverpool FC, said: “This is a huge moment for LFC to have a new official retail partner in China, and to do this working alongside ASP. Together we can be closer to our Chinese supporters who now have easier access to official club merchandise. This partnership is helping to further grow our digital global retail business.”
A collection of LFC product will be available at launch on the Chinese platforms with official LFC x Nike product to follow.
Luo Bin (pictured right), CEO of ASP, said: “The Liverpool spirit of unity inspired generations of Chinese fans, many of them can even sing the song ‘You’ll Never Walk Alone’…
“We will bring them more and more great LFC official products, and make sure they will have shopping experiences better than ever. We are very confident that the Reds lifestyle and spirit will keep inspiring more fans in China.”
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