Posted Oct 3, 2022, 6:15 PM
Pursuing its objective of making PSG a global brand, present all over the world, the Parisian club wants to accelerate the development of its network of points of sale. To achieve this, it will entrust the management of its European stores to the American Lids, presented as the world leader in the distribution of sporting goods. The latter already operates the sites located in Los Angeles (with Fanatics, PSG’s partner in online sales) and on 5th Avenue in New York.
“Thanks to this partnership, we will give a new impetus to our retail activity”, rejoices Fabien Allègre, brand director of PSG. An activity whose turnover stood at 26 million euros last year, and that the club intends to increase to 50 million within three to five years.
A goal that can only be achieved by increasing the number of points of sale, particularly in the United States. Two new stores should see the light of day there – Miami and Las Vegas are among the places envisaged -, and three others could follow.
Soon a store in London
In addition, the club will accelerate in Europe. In the short or medium term, three new sites could open in France, outside Paris. An establishment in London is also on the right track, while Germany is one of the options. Not really a surprise, insofar as online sales are made at 48% in France, ahead of the United States (20%), England (9%) and Germany (4%). In total, the number of sites operated by Lids should increase from 9 to 16 in the next three years.
By partnering with Lids, PSG therefore chooses to outsource the management of its physical network again, after taking over in 2009 (the shops were then operated by Nike). In addition to its expansion, the American company will have the opportunity to operate the “flagship” on the Champs-Elysées, inaugurated at the beginning of the year, and the megastore located near the Parc des Princes. Two points of sale that have “never worked so well”, says Fabien Allègre.
In the first quarter of PSG’s staggered fiscal year, their cumulative turnover amounted to 11.3 million euros, up 36%. Over the period, 150,000 items were sold there, including 70,000 jerseys.
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