In a world where hobbies that once seemed niche are suddenly finding themselves center stage, Fanatics is making a bold statement by planting its proverbial flag right in the heart of London. And they’re not doing it quietly. With the opening of their brand-new 8,647 square foot flagship store on the iconic Regent Street, Fanatics is adding some serious pizazz to the European trading card scene. This isn’t just any retail space—it’s potentially a game-changer, a beacon, as Simon Rosenberg, Head of Retail at Fanatics Collectibles, passionately describes it.
London’s Regent Street is no stranger to transformative establishments, and Fanatics seems intent on carrying that tradition forward with its expansive new venue catering to collectors from across the continent and around the world. This isn’t merely a store. It’s more like Willy Wonka’s Chocolate Factory for card enthusiasts, a place where people can rip open packs with wild abandon, trade fervently, discover rare and elusive memorabilia, and connect with the kindred spirits of a rapidly growing global community of enthusiasts.
But this story doesn’t start with Fanatics blindly leaping into the European market. Oh no—Europe’s trading card scene has been surging, especially in the pandemic years where everyone’s internal hobbyist found their voice once again. London, in particular, has glittered at the core of this resurgence. It has become a pulsating epicenter, with events like The London Card Show attracting collectors like moths to a flame in vibrant chaos.
Typically, if you stumbled into a card shop in the U.S., you might be met with a quaint, local establishment—small but mighty, with a flavor all its own. However, Fanatics is not in the business of doing ‘typical’. They’re setting out to redefine standards, establishing what they call a “best-in-class” experience. This is a place made for the international fan, whether your interests lie in soccer, F1, football, baseball, or basketball. As Rosenberg told Topps Ripped in a recent tête-à-tête, the Fanatics store aims to create a space that transcends borders and unites fans of all sports.
The timing is impeccable. With soccer and Formula One leading the charge in the European hobby market, their dominance in the new store’s displays is no surprise. Yet, Fanatics isn’t just catering to local tastes. They’re artfully blending in North American staples like the NFL, NBA, and MLB, creating a melting pot of sporting glory. Fanatics CEO Michael Rubin, that ever-savvy deliverer of excitement, teased what was in store via Instagram, stoking the fires of anticipation ahead of the store’s grand opening. Recent foot traffic from Fanatics’ London pop-up events has already set the bar high, and expectations are nothing short of astronomical.
This is not some fly-by-night operation. The Fanatics flagship is open seven days a week, offering a permanent home for hobbyists irrespective of the day. Say goodbye to the scattered approach of occasional convention-style card shows; this store promises daily pack rips, fresh releases, unique in-store promotions, community events, and a plethora of surprises that could delight even the most poker-faced visitor.
For European fans who’ve long waited to see their passions taken seriously on the global stage, this is a significant moment. Fanatics’ move into London is affirming that card collecting has transcended its origins as a primarily American pastime. It’s now a legitimate global obsession, and London is stepping up as one of its vibrant centers.
This flagship establishment is about so much more than just selling cards; it’s about fostering a sense of community, increasing accessibility, and encouraging growth. With a new physical venue in one of Europe’s most bustling retail districts, Fanatics is charting a course for what a modern, international hobby experience should look like.
So, whether you’re someone who could talk about vintage cards until you’re blue in the face, or a newbie eager to join the fold, London’s hobby scene has just gotten a considerable shot in the arm. The game has changed, and it’s clear that this is just the beginning of something spectacular. As Fanatics opens its doors on Regent Street, the world of collecting awaits its patrons with open arms, ready to welcome a legion of sports fans and trading card aficionados to their new home away from home.