The French football club, Paris Saint-Germain (PSG) have collaborated with the American multinational brand, Lids.
Following the association, both PSG and Lids will be aiming to foster the club’s image and presence in the UK by opening a new official PSG store on Oxford Street in London.
It makes the club the first non-British sports club to open a shop in the UK capital, the latest move in its aim to create a permanent retail network in the world’s largest cities to connect Paris Saint-Germain fans worldwide.
Fabien Allègre, Chief Brand Officer of PSG, commented, “London is one of the world’s leading capitals of culture and a unique source of inspiration. Paris Saint-Germain is extremely proud to be the first foreign club to set up shop there, on one of the city’s most famous and dynamic shopping streets. It is a bold move that demonstrates the club’s remarkable ability to roll its brand out. Paris Saint-Germain is delighted to get closer to its British fans and to bring them Parisian lifestyle and an immersive Rouge & Bleu experience.”
Lawrence Berger, Co-Founder and Partner at Ames Watson, Owner of Lids, and Chairman of FanzzLids Holdings, stated, “We are thrilled to continue to grow the Lids partnership with Paris Saint-Germain. The PSG brand is a worldwide icon so adding a state-of-the-art store to London is incredibly exciting. We have had incredible success with PSG stores in New York City, Miami and Las Vegas and look forward to additional exciting store announcements in the near future.”
The club first established itself in the United Kingdom in 2016 through its PSG Academy network. The academy network has expanded to include ten academies around the UK, including London and Manchester.
Lids, also known as Hat World, Inc., is an American retailer that specialises in sporting headwear. It primarily operates under the Lids brand, with stores in the United States, Puerto Rico, Canada, Australia, France, Germany, and the United Kingdom, as well as several websites. The vast majority of stores are located in shopping malls or factory outlet centres.