French football club Paris Saint-Germain (PSG) has opened the doors to its first store in the UK as it aims to develop “a permanent retail network in the world’s biggest cities” to reach global fans.
The new store on London’s Oxford Street follows the opening of official club stores in Doha, New York, Los Angeles, Tokyo, Seoul, Miami and, most recently, Las Vegas, as PSG aims to have a brand presence on every continent.
The football club said the new store “reflected the club’s ambition to strengthen its ties with its longstanding fans in the UK”.
The country is now the club’s second-biggest market in terms of merchandising and has the world’s third-highest French population outside France.
Paris Saint-Germain chief brand officer Fabien Allègre said: “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. PSG is delighted to get closer to its British fans and to bring them Parisian lifestyle and an immersive ‘Rouge and Bleu’ experience.”
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