Women’s football retail is about to reach a historic milestone as pioneering lifestyle brand Foudys announces the opening of the world’s first standalone store dedicated exclusively to the women’s game.
Set to open in June 2026 on Deansgate, Manchester, the new flagship space marks a major step forward for both the brand and the rapidly expanding women’s sports industry.
Founded in 2020 by Helen Hardy, Foudys has built its reputation as a category-defining retailer focused solely on women’s football merchandise and culture.
A First-of-Its-Kind Retail Space for Women’s Football
The new Manchester store will be the first physical retail destination of its kind globally, designed specifically for women’s football fans and players.
Foudys began as a solution to a gap in the market—limited access to official women’s football merchandise, including personalised shirts featuring women players’ names. Since then, the company has grown into a global platform working with leading brands such as Nike, Adidas and Puma.
The store will stock:
- Official women’s football merchandise
- Exclusive collaborations and limited-edition drops
- Performance gear tailored for female athletes
- Lifestyle collections inspired by women’s sport culture
The opening reinforces Foudys’ ambition to become the global home of women’s football retail and culture.
Manchester: The Natural Home for Women’s Football Culture
Located in the heart of Deansgate, Manchester—a city synonymous with football heritage—the store is designed to function as both a retail hub and cultural space.
The interior concept focuses on a light, inclusive and sustainable design, with reduced plastic usage and a welcoming environment for fans of all ages.
Staff will be trained to provide specialist support across:
- Football boot fitting and performance advice
- Sports bra fitting and support guidance
- Period and performance wear consultation
- Position-specific football product recommendations
The aim is to create a non-intimidating retail experience tailored to women and girls at every stage of their football journey.
Closing the Gender Gap in Sports Retail
The launch comes amid rapid global growth in women’s sport. According to Deloitte, women’s elite sports revenue is expected to surpass US$3 billion globally in 2026, marking a 25% year-on-year increase.
Meanwhile, research from Sports Innovation Lab highlights a major retail imbalance: for every nine items of men’s sports merchandise available, there is only one for women’s sport—despite female fans often purchasing more frequently.
Foudys founder Helen Hardy says the new store directly addresses that imbalance.
“Women and girls are underserved by traditional sport retailers. Store environments have been designed through a male lens for too long,” Hardy said.
She added that online data has shown a clear demand for a different retail experience—one that combines performance products with lifestyle fashion, specialist advice and a more supportive environment.
A Cultural Hub for Fans of the Women’s Game
Beyond retail, the Manchester store will host community-focused events including:
- Match watch parties
- Player panel discussions
- Panini-style sticker swaps
- Kit repair and sewing workshops
These activations aim to strengthen the growing community around women’s football and create a physical space where fans can connect.
The store also aligns with broader ambitions from FIFA to grow participation in women’s football to 60 million players globally by 2027.
A Major Step for Women’s Sport Culture
Foudys has already established itself as a leader in women’s football retail, working closely with clubs, athletes and global partners to expand access to official merchandise.
The Manchester flagship represents its most ambitious project to date—and a signal that women’s sport is increasingly shaping mainstream retail and culture.
The store is scheduled to officially open at the end of June 2026 at:
293 Deansgate, Manchester, UK
