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MLB Opens Pop-Up Store in London

September 21, 2016

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Major League Baseball (MLB) opened its first standalone retail space in Europe with a pop-up store now open in London.

Located in the Covent Garden district, the store opened Sept. 12, according to Fox Business. All 30 teams are represented and the store will stay open until the end of the calendar year, selling goods such as caps, jerseys and memorabilia from brands that include New Era, Louisville Slugger and Rawlings.

“London is an important part of [Commissioner Rob Manfred’s] vision of growing the game and growing the MLB brand,” says Chris Park, senior vice president, growth and strategy, MLB. “Part of what we’ve learned is what fans of baseball in London like and what they’re looking for. It’s not so much just a retail store for us, but an interactive place for us to serve our fans.” — M.Q.