Paris Saint-Germain partners with Lids on retail expansion

By

Jennifer Braun

Published
Oct 7, 2022

French football club Paris Saint-Germain (PSG) announced on Thursday an expanded partnership with Fanatics and sport retailer Lids to grow its retail presence in Europe.  

As part of the club’s ongoing partnership, Lids will oversee operations for the club’s European locations to create a unique and consistent retail experience in Europe and North America.

The Paris Saint-Germain European stores will feature the club’s concept with the full and exclusive range including team jerseys, headwear, accessories, fashion collections, and exclusive product per location. Those stores will also include customization stations, where consumers can customize their products on-site. The store feature is a signature available in most Lids locations. 

“We are looking forward to continuing this successful partnership with a club as iconic as Paris Saint-Germain,” said Lawrence Berger, co-founder and partner at Ames Watson, owner of Lids, and chairman of FanzzLids Holdings. “This latest expansion allows us to bring our unparalleled in-store experience to the PSG brand in Europe, while providing new retail capabilities and shopping opportunities to the market.”

The expanded partnership follows the opening of the Fanatics and Lids-operated PSG debut permanent store in Los Angeles in 2021. Most recently, it also opened a flagship store on New York’s Fifth Avenue — the club’s largest store outside of France. Meanwhile, the club's international retail network includes three boutiques in Japan, one in Seoul, South Korea and two in Doha, Qatar.
 
“This strategic alliance with Lids is an important step for the club, which is one of the few international clubs to have so many stores of its own internationally,” added Fabian Allègre brand director at Paris Saint-Germain.

“The opening of this new chapter will allow us to address the European market with a partner who is a pure player in retail. Our ambition is great and it was essential to structure ourselves to meet the growing demand of our fans by providing them with our own retail experience.”