As part of the five-year agreement, BAYCREW’S will deliver the official LFC Retail experience through both online and offline channels, launching multiple shop-in-shops across Japan in the first year. Plans are also in place to open the first official standalone LFC Retail store in the country.
LFC leads the way globally when it comes to club retail presence, with 19 standalone retail stores worldwide, more than any other sports team – including leading European football clubs and major US franchises.
The partnership will also see BAYCREW’S become the club’s official tour retail operator for the Japanese leg of LFC’s upcoming pre-season tour, where the Reds will face Yokohama F. Marinos at Nissan Stadium on July 30. Arne Slot’s side will also visit Hong Kong to take on AC Milan on July 26.
Alongside the shop-in-shops rollout, several LFC pop-up shops will open in key locations in Japan, giving fans access to limited-edition tour merchandise and official retail products.
With more than 4.6 million Reds supporters in Japan – more than any other Premier League club – the partnership marks a significant step in meeting growing fan demand. LFC’s fan base in Japan more than doubled between 2023 and 2024, and during the 2023-24 season the club was the most-watched European team in the country, reaching a television audience of 1.6 million.
Lee Dwerryhouse, senior vice-president of merchandising at LFC, said: “We’re thrilled to welcome BAYCREW’S to the LFC retail family. Japan is home to one of our most passionate and fastest-growing fan bases, and this partnership allows us to provide those supporters with greater access to official merchandise and a truly authentic LFC shopping experience.
“LFC already has more standalone stores around the world than any other football or sports franchise, and this expansion into Japan is a proud next step in our global retail journey. BAYCREW’S has an outstanding reputation, and together we’re creating new ways to connect with fans – both in-person and online. With the team heading to Asia this summer, the timing couldn’t be better to celebrate the start of this exciting journey.”
Masayoshi Komine, senior executive vice-president of BAYCREW’S Co. Ltd, said: “We are truly honoured to announce our partnership with LFC, a club with a proud and historic legacy in world football. By sharing common values and passion, we look forward to accelerating our global ambitions together. Stay tuned for what’s to come.”
Founded in 1977, BAYCREW’S is a prominent Japanese fashion and lifestyle company operating more than 70 brands and more than 400 stores, spanning fashion, food, fitness and interior design.
