Classic Football Shirts

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Classic Football ShirtsCompany type| Private limited company

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Industry| Retail, E-commerce, Apparel, Sports memorabilia
Founded| 12 June 2006[1] (as Classic Football Company Limited) in Manchester, England
Founder| Matthew Dale
Doug Bierton
Gary Bierton (joined later)[2]
Headquarters|

Hyde, Greater Manchester (Registered office)
Manchester (Operations HQ)

United Kingdom

Number of locations

| UK: Manchester, London
US: New York City, Los Angeles[3] (Retail stores)

Area served

| Worldwide (online)

Key people

| Doug Bierton (CEO)[2],
Cormac Barry (Executive Chairman)[4]
Products| Football shirts (classic, vintage, match-worn, current season), Apparel
Revenue|  £24.47 million (Year ending 30 June 2023)[5]

Operating income

|  £5.57 million (Year ending 30 June 2023)[5]

Net income

|  £4.52 million (Year ending 30 June 2023)[5]
Owner| Founders, Employees, The Chernin Group (minority stake)[6]

Number of employees

| approx. 123[7] (as of late 2024/early 2025)
Parent| Classic Football Company Limited[8] (ultimate parent)
Subsidiaries| Classic Football Shirts Limited[8]
Website| www.classicfootballshirts.co.uk

Classic Football Shirts is a UK-based retailer specializing in authentic classic, rare, vintage, and contemporary football shirts and related apparel. Founded in Manchester in 2006 by Matthew Dale and Doug Bierton, the company operates an extensive e-commerce platform alongside physical retail stores in the UK and the United States.[9][10]

## History

[edit]

Classic Football Shirts was established in 2006 by Matthew Dale and Doug Bierton, who had recently finished university.[9]

The company expanded its operations, moving into a warehouse facility near Manchester's Etihad Stadium in 2011 and later, in 2020, to a larger 75,000 sq ft headquarters and warehouse in the city.[11] Following several pop-up shops, the first permanent retail store opened in Manchester's Barton Arcade in 2018, followed by a store in London.[12]

In 2023, Classic Football Shirts explored the United States market by opening temporary pop-up stores in Miami, New York City, and Los Angeles. This led to significant developments in 2024, beginning with the company securing its first external investment in May: US$38.5 million (£30.5 million) in growth equity from The Chernin Group (TCG).[13] This investment aimed to support global expansion, in North America ahead of the 2026 FIFA World Cup.[12] Cormac Barry was appointed Executive Chairman at the same time. Permanent US stores were subsequently opened in New York City (Canal Street) in May 2024 and Los Angeles (North Fairfax Avenue) in October 2024.[14]

In September 2024, the company announced additional investors with connections to sports and media, including ventures associated with Rob McElhenney and Alex Morgan, as well as Wasserman Ventures.[9][15]

## Products and Operations

[edit]

Operations are based at its Manchester headquarters and warehouse. As part of its marketing strategy, the company maintains an active social media presence and has engaged in front-of-shirt sponsorship agreements with football clubs, including Burnley F.C. for the 2022–23 season[16] and Parma Calcio 1913[17] for the 2023–24 season.[18][19]

## Market Impact and Reception

[edit]

Classic Football Shirts operates within the global football apparel market, a sector valued at approximately US$6.49 billion in 2024.[20] The company is recognised as a significant retailer in the growing sub-market for vintage and retro football shirts.[21] This market growth has been linked to nostalgia and fashion trends such as 'blokecore', where football shirts are incorporated into everyday streetwear.[22][23] The company's expansion into the US market has been noted by media outlets in the context of increasing football popularity in North America.[19][10]

## References

[edit]

1. ^ "CLASSIC FOOTBALL COMPANY LIMITED overview - Find and update company information". GOV.UK. Retrieved 3 May 2025.
2. ^ a b "Classic Football Shirts to Accelerate U.S. Business by Adding Wrexham A.F.C. Co-Owner Rob McElhenney, Two-Time FIFA World Cup Winner Alex Morgan and Wasserman Ventures to Its Investor Roster". PR Newswire. 12 September 2024. Retrieved 3 May 2025.
3. ^ "Classic Football Shirts Announces Los Angeles Store Opening Oct. 18". Footwear News. 18 October 2024. Retrieved 3 May 2025.
4. ^ "Classic Football Shirts Secures $38.5M Funding Round for Expansion; Appoints Exec Chair". SGB Media Online. 16 May 2024. Retrieved 3 May 2025.
5. ^ a b c "Classic Football Shirts Made a Profit of £5.5 Million". Footy Headlines. March 2025. Retrieved 3 May 2025.
6. ^ "Chernin Group invests in Classic Football Shirts". Sports Business Journal. 16 May 2024. Retrieved 3 May 2025.
7. ^ "Classic Football Company 2025 Profile". PitchBook. Retrieved 3 May 2025.
8. ^ a b "CLASSIC FOOTBALL SHIRTS LIMITED filing history - Find and update company information". GOV.UK. Retrieved 3 May 2025.
9. ^ a b c "Classic football shirts: The students-turned-entrepreneurs searching for rare kits". BBC Sport. 21 May 2019. Retrieved 3 May 2025.
10. ^ a b Casey, Tim. "Chernin Group Invests $38.5 Million In Classic Football Shirts". Forbes. Retrieved 3 May 2025.
11. ^ Bhasin, Kim (16 May 2024). "Chernin Bets $39 Million on US Buying Up Retro Football Shirts". Bloomberg.
12. ^ a b "Classic Football Shirts receives Investment from The Chernin Group to boost its Expansion Drive". Brands Review Magazine. 16 May 2024. Retrieved 3 May 2025.
13. ^ Dixon, Ed (17 May 2024). "Classic Football Shirts "in the market" for new sponsorships after US$38.5m investment from The Chernin Group". SportsPro. Retrieved 3 May 2025.
14. ^ Shirts, Classic Football. "Classic Football Shirts targets immediate expansion into North America with significant growth equity investment from The Chernin Group". www.prnewswire.com. Retrieved 3 May 2025.
15. ^ "U.S. Premier League fans fuelling Classic Football Shirts' incredible growth amid expansion plans". NBC Sports. 14 September 2024. Retrieved 3 May 2025.
16. ^ Robinson, Jon (18 July 2022). "Burnley replace betting firm Spreadex as main shirt sponsor". Business Live. Retrieved 3 May 2025.
17. ^ Sonawane, Akshay (20 May 2023). "Parma Calcio 1913 net a partnership with Classic Football Shirts for remainder of 2023/24 season". SportsMint Media. Retrieved 3 May 2025.
18. ^ "Classic Football Shirts "in the market" for new sponsorships after US$38.5m investment from The Chernin Group". SportsPro. 17 May 2024. Retrieved 3 May 2025.
19. ^ a b "SERIE A AND CLASSIC FOOTBALL SHIRTS ANNOUNCE INNOVATIVE NORTH AMERICAN PARTNERSHIP". www.legaseriea.it. Retrieved 3 May 2025.
20. ^ Crafton, Adam (21 June 2024). "A 1989 Liverpool kit and Beckham's underpants: Why U.S. investors have bet £30m on retro football shirts". The New York Times. ISSN 0362-4331. Retrieved 3 May 2025.
21. ^ Parisi, Danny (17 May 2024). "As sports rule the fashion conversation, Classic Football Shirts secures investment and opens first US store". Glossy. Retrieved 3 May 2025.
22. ^ "Why Buy a Classic Football Shirt?". Niclasico.co.uk. 1 January 2025. Retrieved 3 May 2025.
23. ^ "Everything You Need To Know About Blokecore". The Hoxton Trend. 20 August 2024. Retrieved 3 May 2025.