When Fanatics decided to expand globally, it knew that its next step needed to be as grand as it was strategic. Enter the company’s latest venture—a gleaming 8,647 square foot flagship store now parked prominently on London’s storied Regent Street. This isn’t just another dot on the company’s expansion map; it’s being hailed as a potential game-changer, a new epicenter for Europe’s burgeoning trading card scene and a transformative force likely to send ripples through the continent’s collecting culture.
Simon Rosenberg, Head of Retail at Fanatics Collectibles, describes the new location as a “beacon for the hobby,” and it’s easy to see why. This flagship is more than a retail venue—it’s a homage to the passion of collectors everywhere. Packed with opportunities for rip sessions, trading, and discovering rare memorabilia, it’s a mecca for collectors from across Europe and beyond to connect and cultivate a shared enthusiasm.
Fanatics isn’t stumbling into this venture blindly. Europe’s trading card scene, fueled by the pandemic’s hobby renaissance, has exploded, positioning London as its pulsating center. With major events like The London Card Show drawing hordes of collectors internationally, a permanent, dynamic space like this store appears perfectly timed.
In the United States, the birthplace of card collecting fervor, the local card shop often feels like a neighborhood gem—small and independently run. However, Fanatics is set on redefining expectations with a sleek, professional, and experience-rich environment that’s designed to be a class apart. As Rosenberg tells it, the store is setting ‘a precedent for what best-in-class looks like’ and is tailored for the international fan, no matter their sport of choice—soccer, F1, football, baseball, or basketball.
The emphasis on soccer and Formula One within the store isn’t by accident. These sports dominate the European hobby marketplace, making their rich merchandise and memorabilia a primary feature in the store. But Michael Rubin, Fanatic’s CEO, doesn’t stop there. The store will also prominently feature staples from North American sports like the NFL, NBA, and MLB, effectively marrying the interests of global sports fans and establishing a convergence point for diverse collector communities.
Rubin primed the anticipation engine earlier this week by teasing fans on Instagram, giving them glimpses of what the store had in store—pun intended. Coupled with the success of Fanatics’ recent London pop-up store, it’s no wonder that expectations for the full-blown flagship endeavor were sky-high even before its official Friday opening.
In contrast to the hit-and-miss rhythm of periodic convention-style card shows, the Fanatics flagship store offers a seven-day-a-week immersion into the hobby. Imagine wandering into a wonderland of daily pack rips, fresh releases, exclusive in-store promos, and vibrant community events—each visit promises something new and thrilling. For European collectors, this isn’t just retail therapy; it signifies acknowledgment of their relevance on a global stage. The message is clear: card collecting is now a global dialogue, and Europe is an active participant, not just an audience.
More than anything, Fanatics’ London flagship is about building and nurturing a community. By securing a prime location amidst one of Europe’s most vibrant retail districts, Fanatics isn’t just selling cards; it’s laying down roots for what a modern, international hobby experience should embody—community, accessibility, and growth.
So whether you’re a veteran with well-thumbed collections or a newcomer just feeling the rush of your first pack rip, the European hobby scene just leapt into an exciting new era. It’s a dynamic moment, one driven by the energy of a city and a continent ready to be at the forefront of this global pastime.
Fanatics’ London flagship store isn’t just an addition—it’s an elevation, a gathering place, and a testament to the enduring and evolving allure of card collecting. And with its doors now wide open on Regent Street, a whole new chapter for collectors across Europe is just beginning.
