Fashion tycoon George Davies is to open football stores across Asia as he grows his S’porter business into a global enterprise generating more than£100 million in sales.
The entrepreneur – creator of Next, George at Asda and Marks & Spencer’s Per Una – believes the popularity of English squads in China and other Asian countries represents a huge retail opportunity.
Davies’ first club-branded shops in Asia are likely to be opened in partnership with Arsenal – which has a fan base of 50 million in China and last week launched a Chinese language web site – and may debut as early as next year. Deals with other big clubs are likely to follow. Manchester United and Chelsea have Chinese sites, highlighting the level of interest the country has in Premier League football.
Speaking exclusively to Retail Week, Davies, who runs UK shops for Arsenal and Liverpool FC, said: “Potential in places such as China is huge. Unlike the S’porter business here, stores do not need to be city-specific – there are Arsenal fans all across the country.”
He added: “This business has been about building the club brands and internationally the potential is massive. I think we could grow S’porter to£100 million or more if it’s done correctly.”
At the 15,000 sq ft Armoury store Davies opened at Arsenal’s Emirates stadium last year, turnover often reaches£150,000 on match days. Davies said speed is key to success in football retailing, because sales are frequently driven by signings and events such as finals. “I can do 30,000 t-shirts in three days,” he said.
The popularity of English clubs has been spurred on by overseas broadcasts of games and Davies has noted sales spikes at both Arsenal and Liverpool when foreign supporters come to see international matches.
Davies is also keen to open Liverpool shops in Dublin and Belfast, where the team has had a strong following traditionally.
Separately, Davies hopes to launch an online venture next year that would shake up the world of fashion e-tail in the same way that the Next Directory did for home shopping. He believes the addition of “personality” to fashion e-tail has the potential to transform the market.
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