Classic Football Shirts Aspire to Take Over America with Vintage Soccer Merch
Doug Brierton and Matthew Dale, best friends and football enthusiasts, turned a passion for football memorabilia into a multi-million-pound business. Starting from their university digs in Manchester, they used student credit cards to buy and sell vintage football shirts. Over the past 18 years, Classic Football Shirts (CFS) has grown into a globally recognized brand, boasting the world’s largest collection of replica and match-worn shirts.
This week, The Chernin Group (TCG) announced a £30 million cash injection into CFS to help the company expand into the American market. This investment will facilitate the opening of stores in New York and Los Angeles, tapping into the growing enthusiasm for soccer in the United States. With major events like the Copa America, FIFA World Cup, and Olympics on the horizon, CFS aims to captivate US football fans.
Reflecting on their journey, Brierton said, “These are really exciting times for CFS. From starting in our student house in Manchester in 2006 to now having two stores in London and Manchester, 160 staff, and 250,000 shirts, it’s been incredible. This investment from TCG to help us grow in America is just the beginning.”
CFS already has a significant following in the US. Their replica shirts, ranging from £100 to £1,000, are highly sought-after. The rarest and most coveted items, like the jazzy orange strip worn by Ruud Gullit and Marco van Basten during the Netherlands’ 1988 European Championship win, highlight the unique appeal of their collection.
In November, a pop-up shop in New York saw people queuing around the block to get in. Dale mentioned that while Americans tend to go for big names like Beckham, Messi, and Ronaldo, there is also a market for fashionable shirts. “We sold out of a shirt from an Italian Serie D team called Boreale at our first New York pop-up because people loved the pink and purple design,” he said. The influence of celebrities like Kim Kardashian and Drake, who have been seen wearing football shirts, shows the crossover into streetwear.
While most of CFS’s shirts are replicas from past or current seasons, they also have a vault of over 6,700 match-worn jerseys. This collection includes iconic items like the England shirt worn by David Beckham when he was sent off against Argentina in the 1998 World Cup and a shirt worn by Thierry Henry in the 2006 World Cup final. These shirts are not for sale but are loaned out for special displays and exhibitions.
Greg Bettinelli, a partner at TCG, praised the CFS team, saying, “They have built an incredible business with an unmatched selection of football shirts, unparalleled industry knowledge, and a true passion for the sport. Fans know they will find their favorite club, country, or player at Classic Football Shirts and trust that the shirt they buy will be 100 percent authentic.”
With the new investment, CFS plans to establish a strong presence in the US. The opening of stores in New York and Los Angeles is just the start. As soccer continues to grow in popularity in the US, CFS aims to become the go-to destination for football memorabilia.
In addition to vintage shirts, CFS is exploring new product lines. They plan to introduce limited-edition releases and collaborations with popular brands and designers. This strategy aims to attract not only die-hard football fans but also fashion-conscious consumers looking for unique and stylish apparel.
CFS is committed to engaging with the football community. They plan to host events, exhibitions, and meet-and-greets with football legends to create a buzz around their stores. These events will provide fans with an immersive experience, allowing them to connect with the sport and its history on a deeper level.
To complement their physical stores, CFS is enhancing their online presence. They are investing in a user-friendly website and mobile app to make it easier for customers to browse and purchase their products. This digital expansion will help them reach a wider audience and cater to the growing demand for online shopping.
Classic Football Shirts’ journey from a university startup to a global business is a testament to Brierton and Dale’s passion and dedication. With the substantial investment from TCG, they are poised to make a significant impact in the American market. As they continue to expand and innovate, CFS is set to become a household name for football fans and fashion enthusiasts alike.
