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Liverpool confirm 'multi-year' Adidas kit deal as Reds target big revenue hike

2025-07-07 10:05:44 By

Liverpool will face Chelsea at Anfield in the Premier League

Liverpool have announced that Adidas will become their new kit partner from the beginning of the next season, following the conclusion of their current agreement with Nike at the end of the 2024-25 campaign. Reports from October indicated that the German sportswear brand had secured the tender to collaborate with the Reds, outbidding rivals including the incumbent kit supplier Nike and competitor Puma.

The club has now revealed a 'multi-year deal', which is understood by the Liverpool Echo to span five years. It will be the third deal Liverpool has had with Adidas.

The Reds anticipate a revenue boost from this new alliance. CEO Billy Hogan said: "Everyone at the club is incredibly excited to welcome Adidas back into the LFC family.

"We have enjoyed fantastic success together in the past and created some of the most iconic LFC kits of all time. Adidas and Liverpool share an ambition of success and we couldn't be more excited to partner together again as we look forward to creating more incredible kits to help drive on pitch performance. We'd like to thank Nike for their support over the last five years and wish them well for the future."

The partnership is set to commence on August 1, 2025, with Nike's designs being worn until the end of this season.

In the past, new kits have often been unveiled before the season's end. However, with Liverpool on the cusp of a Premier League title and still vying for UEFA Champions League success, Nike aims to capitalise on the brand's exposure and partnership until the very end.

Liverpool and Adidas have collaborated during some of the club's most triumphant eras and iconic trophy wins, initially from 1985-1996 and again from 2006-2012. During this period, the Reds secured numerous accolades, including three top-flight domestic league titles and three FA Cup victories.

Bjørn Gulden, Adidas CEO, stated: "We are extremely excited that adidas and Liverpool Football Club are teaming up once again. The club is one of the biggest and most iconic names in world football with a huge fan base.

"The jerseys worn during previous partnerships are some of the greatest ever created. We are honored to once again provide the players with cutting-edge technology to perform at the highest level and are looking forward to creating more classics for the fans."

Although the deal's value to the Reds has not been disclosed, it is reportedly in the vicinity of £65million-plus, placing the club in the same guaranteed earnings bracket as Arsenal, Manchester City, and Chelsea. Furthermore, the potential for a percentage of LFC/Adidas merchandise sales could increase the deal's value even more.

The club entered into a deal with Nike in 2019 for a fixed £35million per year. While the guaranteed annual sum was significantly lower than their competitors, it was substantially boosted by an additional 20% of sales from LFC/Nike merchandise reverting to the club, pushing the annual income beyond £60million.

Liverpool have capitalised on relationships with such luminaries as Fenway Sports Group partner and basketball legend LeBron James, resulting in a special merchandise line, while a range with Nike's sister brand Converse was also launched.

Last week, UEFA published its annual European Club Finance and Investment Report, which examines financial trends across the continent's football landscape and sheds light on some of the unseen factors that contribute to fielding a successful team.

According to the latest report, Liverpool's kit and merchandising revenue generated €146million (£122.7million), slightly edging out Manchester United who sit in fifth place. For Liverpool, this meant that kit and merchandising revenue accounted for 19% of total revenue for the 2023-24 financial year - an increase of 11% compared to the same period 12 months earlier.

Details of the new Adidas Liverpool kits - home and away - will be unveiled via club and Adidas channels and will be available for purchase from August 1, 2025.

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Asos shares plunge as investors 'lose confidence' in retailer's turnaround plan

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Deliveroo called 'underappreciated' after quitting Hong Kong as rivals 'muscle it out'

London brokerage firm Panmure Liberum has hailed Deliveroo as "underappreciated" following its strategic withdrawal from the Hong Kong market. The firm downplayed concerns that the takeaway behemoth might be ousted from other markets by wealthier rivals, labelling such worries as mere "noise". This morning, Deliveroo disclosed its departure from Hong Kong, offloading some assets to Foodpanda and winding down others, as reported by City AM. The London-traded delivery service explained that persisting in Hong Kong "would not serve shareholders' best interests" Panmure Liberum analysts believe that Deliveroo's financial performance will see a positive impact from this move: "Both earnings before interest, tax, depreciation and amortisation (EBITDA) and group GTV growth [revenue] are set to benefit from this market exit," they commented. "[We think] Deliveroo can generate a level of cash flow over the long-term that is currently underappreciated by the market," Panmure further stated. While acknowledging the narrative that Deliveroo could be forced out of smaller markets by larger, better-funded competitors, analysts insisted that such fears should be considered "noise around the investment case." Keeta, an aggressive on-demand delivery titan from China known for its price-cutting tactics, entered the Hong Kong scene in May 2023 and swiftly dominated order volumes by the following May. Data from Measurable AI indicates that by January 2025, Keeta had captured a commanding 55.2 per cent market share. Analysts have noted: "With Hong Kong one of the most discount sensitive markets in Deliveroo's portfolio, it's clear that Meituan's Keeta has been able to muscle it out of the market through discount spend." In 2024, Hong Kong accounted for five per cent of Deliveroo's revenue and negatively impacted international revenue growth by five percentage points. Deliveroo reported a six per cent rise in revenue in the fourth quarter of 2024, aligning with its projected growth of between five and nine per cent.

John Lewis scraps staff bonus for third year in a row despite tripling profit

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DFS upgrades profit expectations as credit deals and new products spur demand

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Shoe retailer Office doubles profit to over £100m as it creates hundreds of jobs

The group that operates shoe retailer Office has reported a significant hike in profits, surpassing £100m as it continued to expand with new store openings and created numerous jobs. In the year leading to 30 June, 2024, the business— which also owns Offspring— declared a substantial pre-tax profit of £102.4m, as reported by City AM. This announcement marks considerable growth from the previous financial year's pre-tax profit of £47.7m. Office has witnessed a consistent profit increase since recording a pre-tax loss of £131.9m in June 2020, followed by a loss of £114m the preceding year. According to freshly submitted records at Companies House, the group saw an upsurge in revenue from £265.3m to £294.3m. By the close of the financial term, the group was running a total of 75 stores, an uptick from 70, as well as 11 concessions throughout the UK and Republic of Ireland. Furthermore, the average headcount in the group rose from 1,617 to 1,830 employees over the year. With an ambitious eye on further expanding its retail presence, Office has stepped up plans for opening additional stores. The board, in a statement, noted: "Trading conditions were much improved in the period under review." The board observed, "Although still negative, consumer confidence has improved steadily since the start of the period." They also commented on the ongoing fiscal pressures, stating: "However, consumer spending remained under pressure as a result of the fall in real disposable incomes that the UK has experienced since late 2021 combined with relatively high interest rates and modest economic growth." Despite facing macroeconomic headwinds, the board highlighted the robust performance of their product category, concluding that "Despite the macro challenges, the branded fashion footwear sold by Office proved to be a resilient category and traded well throughout the period. "The group continued to invest in its new store development and remodelling programme throughout the period, adding eight new stores to the portfolio, closing three and renovating, relocating and extending three further stores. "The investment in stores has been a success as they have exceeded the group's trading expectations and capital expenditure investment criteria." Regarding its future prospects, Office stated: "Economic growth forecasts for the UK have been raised for 2025, with the retail sector expected to experience tailwinds from improving sentiment, age increases again outpacing inflation, the prospect of further interest rate relief and the sustained low inflation environment. "Office will continue to leverage its strong relationships with the world's leading footwear brands, its loyal customer base across the Office and Offspring brands and ongoing investment in digital marketing. "Growth in the year ahead will be driven by a strong online presence and the expansion of the Office store portfolio through new store openings and the remodelling and extension of existing stores in strategic retail locations." Office was founded in 1981 and was acquired at the end of 2015 by South African clothing retailer Truworths. The latest accounts for Office come after City AM reported in November 2024 that rival Schuh had created almost 400 jobs in its latest financial year to push its headcount past where it was before the Covid-19 pandemic struck. The turnover of the footwear retailer, headquartered in Scotland, also saw an increase from £354.4m to £380.8m, while its pre-tax profit leapt from £13.4m to £21m. In May 2024, City AM reported that despite its revenue increasing to nearly £1bn during the year, Clarks suffered a loss of almost £40m in 2023. The historic company, based in Somerset, reported a pre-tax loss of £39.8m after making a pre-tax profit of £35.9m in the 48 weeks leading up to the end of 2022.

Shein confirms plans for huge stock market float - and could pick London

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Turkish restaurant Longa expands with second venue in Cardiff

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Deliveroo swings to first full year profit as orders jump in UK and Ireland

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Department store retailer Fenwick has confirmed that it has no intentions of closing stores, despite restructuring experts assisting the business. The Newcastle-based firm has experienced losses in recent years and is currently changing the hosting of its website as part of cost-cutting measures. Consultancy firm AlixPartners is working with the chain, which now has eight stores across the country. Fenwick has been operating at a loss since 2019 and sold its Bond Street, London store in a £430m deal in 2022. Last year, management acknowledged that trading had been difficult due to the cost-of-living crisis - fuelled by inflation and high mortgage costs - and shifts in the retail market. Accounts for Fenwick Limited, covering the year up to January 2024, reveal the business reduced its pre-tax losses from £71.1m to £38.1m. At the same time, operating losses before exceptional items - encompassing property sales - decreased from £46.6m to £45.2m. Company executives have talked of their attempts to attract both new and existing patrons to the chain's sophisticated, multi-brand offerings throughout the UK. They have discussed strategies aimed at enhancing efficiency in their shops and supply chain, as well as returning to profit through a commitment to what they referred to as "retail basics" and protecting product margins, reports Chronicle Live. Following the closure and sale of its Bond Street location, Fenwick operates its flagship establishment in Newcastle, along with other sites in Kingston, Brent Cross, Colchester, Canterbury, Tunbridge Wells, Bracknell, and York. The business has focused on distinguishing itself from its competitors by investing in customer service and hospitality experiences. In Newcastle, Fenwick’s "masterplan" has led to collaborations with North East staples such as Greggs and Barbour, plus Michelin-starred eatery Hyem, and the Mother Mercy cocktail bar. The business has also expanded its private-label merchandise dubbed Fenwick at Home products, alongside its own restaurant ventures Fuego and Mason and Rye. Last year, in Newcastle, it opened what it claims is the UK’s largest beauty hall outside London last year. Notably, Fenwick was criticised for its delayed response to the surge in online retail, initiating its web presence as late as 2019. Despite predictions for greater growth online, the company maintains that its brick-and-mortar outlets will continue to reign supreme in sales for the foreseeable future. After an unsuccessful attempt to bring former Harrods senior executive Nigel Blow on board last year, the reins of Fenwick have been taken up by family members Mia Fenwick, serving as executive deputy chairman, and Hugo Fenwick, in the role of retail managing director. It is believed that under their stewardship, the company has witnessed its most favourable six-month trading period in the past five years.

Harvey Nichols to close Beauty Bazaar in Liverpool ONE

Liverpool ONE is set to lose one of its most prominent retailers as Harvey Nichols' Beauty Bazaar is scheduled to close its doors. The store, situated on Manesty's Lane in the city centre, has been in operation since 2012. The Liverpool Echo. reports that staff were informed of the impending closure on Tuesday. A Harvey Nichols spokesperson revealed that the company is focusing on "full category stores" as part of its growth strategy. They stated: "As we implement our strategy to reposition Harvey Nichols for growth, our emphasis is on full category stores within our estate. "We have reviewed our store portfolio and mutually agreed with the Landlord of our Beauty Bazaar location in Liverpool to surrender the lease as we focus on investment into full-category stores. "Unfortunately, this means that our employees in the Liverpool store may be at risk of redundancy. We have entered into a consultation process and are doing everything we can to support those affected by the surrender." A spokesperson from Liverpool ONE said: "Beauty Bazaar Harvey Nichols has made an important contribution to Liverpool ONE's success since opening in 2012. We're committed to bringing the best, in-demand brands to Liverpool ONE and we have well-progressed plans to transform the space that will ensure Liverpool ONE continues to go from the strength-to-strength. We look forward to sharing an update soon." The store is expected to close in mid-April. . The store was among the last to resume operations in Liverpool ONE after the nationwide closure of non-essential stores in March 2020. Unlike other retailers, such as Primark, Zara, and Sports Direct, which reopened in June, Harvey Nichols Beauty Bazaar opted for a phased reopening. Its locations in Knightsbridge, Leeds, Edinburgh, and Manchester reopened between June and August 2020, while the Liverpool store, which features a hair salon, spa, and bar, reopened on September 30, 2020. The three-story Harvey Nichols store in Liverpool ONE offered a range of products and treatments. At its launch in 2012, the store celebrated with a day of pampering, attended by local celebrities and American socialite Olivia Palermo, who cut the ribbon to officially open the store. The decision to open in Liverpool was based on research identifying the city as the UK's second-largest beauty market outside of London. Prior to the store's opening in 2012, Daniela Rinaldi, the retailer's then-group concession and beauty director, stated: "Girls in Liverpool have single-handedly held the banner for glamour. They are groomed within an inch of their lives. They live and breath beauty and this is a thank you to them. "Globally this will be the first time international and premium brands will be housed within such a luxurious environment. It has superseded everyone's expectations and the most used word in this store is 'wow' so it is perfectly in keeping with the name of our fabulous champagne and cocktail bar."