Chelsea target Christmas shoppers with Covent Garden pop-up

Chelsea FC has set up a pop-up store in Covent Garden during the Christmas season to cater to fans and shoppers. Located on Monmouth Street, the shop sells merchandise like replica kits, Christmas jumpers, and gifts. The club plans to keep it open seven days a week until December 21st, making it the third football club with a retail outlet in central London after Liverpool and Paris Saint-Germain.

Chelsea’s lifestyle director, Alexandra Currie, expressed excitement about the festive atmosphere the pop-up will bring, offering fans the chance to purchase kits, gifts, and other Chelsea-related items. The club recently launched a 'That’s Proper Chels' range, featuring Christmas jumpers and pyjamas based on vintage kit designs, with a portion of sales going towards combating loneliness in London through partnerships with charities.

Chelsea is following in the footsteps of other football clubs with physical stores in London. Paris Saint-Germain opened a shop on Oxford Street in 2023, while Liverpool did the same this year. Both clubs have expanded their retail presence to various cities worldwide, including New York, Miami, Tokyo, and Doha for PSG, and Chester, Dublin, Kuala Lumpur, and Cape Town for Liverpool.

Arsenal and Manchester City also have stores in New York and Abu Dhabi, respectively, while Real Madrid has three stores in Barcelona and other locations across the globe.