In Pictures: Paris Saint-Germain opens London Oxford Street store in partnership with Lids

Paris Saint-Germain (PSG) has opened a 4,844 sq ft store at 192 Oxford Street in London, in partnership with North American sportswear retailer Lids.

It marks the first non-British sports club to set up shop in the UK capital, and is the latest step in developing a permanent retail network in the world’s biggest cities to reach PSG fans around the world.

The move follows the opening of official PSG club stores in Doha, New York, Los Angeles, Tokyo, Seoul, Miami and, most recently, Las Vegas.

The London store opening builds on the work that PSG has done over the last decade "to raise and enhance the awareness and presence of its brand on every continent", and reinforce the brand’s lifestyle positioning with exclusive collections and collaborations with local designers and talent.

The UK is now the club’s second biggest market in terms of merchandising, and the PSG jersey is worn by many Brits and is especially popular with younger generations.

Additionally, on social media PSG is hugely popular in the UK, with over 4.5 million followers on X (formerly Twitter) alone.

The UK also reportedly has the world’s third highest French population outside of France, and there are many French fans of PSG living in London, as well many PSG fans from around the world who visit the capital.

Fabien Allègre, Chief Brand Officer at PSG, 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 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, said: "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 its presence in the UK in 2016 through its PSG Academy network, which now encompasses 10 football academies across the UK including in London and Manchester.

Among the many items now on sale at the new Oxford Street store, PSG fans can find the new 2023/24 home and away shirts, training apparel, caps, scarves and even figurines of current players.