Revolutionizing the Trading Card Industry: Fanatics Takes Europe by Storm
The trading card collecting hobby has experienced a remarkable resurgence in recent years, driven in part by the pandemic. While the US has traditionally been the hub of this industry, Fanatics, a sports merchandise giant, is now setting its sights on Europe. With the acquisition of Topps in 2022, Fanatics is poised to tap into the vast potential of the European collector market.
A New Era for European Collectors
David Leiner, President of Topps Trading Cards, notes that European collectors have historically grown up collecting stickers and albums, but the ratio of collectors to collector-focused stores is significantly lower than in the US. In fact, there are fewer than five Topps-partner hobby shops in the UK and less than 30 in all of Europe. This scarcity has made it challenging for collectors to access the products they crave.
Introducing the Flagship Store in London
To address this gap, Fanatics Collectibles is launching its first and flagship store in London, scheduled to open in spring 2025. The 8,647-square-foot store on Regent Street will be a haven for collectors, offering a vast range of trading cards, from affordable singles to rare and high-end collectibles. The store will also host community-building events, such as trade nights, athlete signings, and pack opening events, as well as card grading and a studio for live and taped card openings.
Diversifying the Product Line
While baseball cards will undoubtedly have a presence, Fanatics Collectibles will also cater to European sports fans by offering products aligned with popular sports like soccer, basketball, and Formula 1. Topps has secured exclusive trading card rights to the Premier League, UEFA national team and club team competitions, and other licenses like the NBA, UFC, WWE, and entertainment brands like Disney, Marvel, and Star Wars.
A Strategy for Growth
Fanatics Collectibles aims to open additional locations in major European cities, inspiring the growth of hobby shops across the continent and increasing distribution into existing stores. If successful, this strategy could pave the way for a store in a major US city like New York or Los Angeles. However, Leiner emphasizes that the US market is already vibrant, and the focus will remain on elevating the hobby and converting more fans into collectors.
Elevating the Hobby
By establishing a strong presence in Europe, Fanatics Collectibles is poised to revolutionize the trading card industry. With its flagship store in London, the company is committed to bringing new visibility to the hobby, fostering a sense of community among collectors, and providing access to a vast range of products. As the industry continues to evolve, one thing is clear: Fanatics Collectibles is leading the charge.
Leave a Reply