Sports lifestyle brand '47 opens London pop-up for MLB's UK return

By

Sandra Halliday

Published
Jun 20, 2023

Friday will see the opening in a pop-up in London’s Soho for ’47, the privately-owned premium sports lifestyle brand. It will debut on the corner of Air Street, showcasing its apparel and headwear offer.

The “bespoke ’47 shop” will also feature limited edition products and will particularly focus on product linked to the return of Major League Baseball to the UK.

The opening coincides with the start of the MLB London Series, with the company saying that the pop-up “will be another way to soak up the MLB celebrations beyond the ballpark. Leaning into its American heritage, the space will be fitted with sports memorabilia and heritage photo walls, all of which will stay open to the public throughout the summer”. The doors to the store will actually close on 8 September.

Over the course of the summer, it will be “ever-evolving, and will function as a curated concept store, with a variety of programming elements set to take over the space” and it will be designed to “appeal to both sports fans and fashion enthusiasts”.

“Baseball is key to our origin story as our founders started the company selling newspapers and pennants outside of Fenway Park in Boston, so we are excited to once again integrate our brand with Major League Baseball for the MLB London Series,” said the firm’s GM of EMEA, John Gough. “We’ve created a bespoke store inspired by our rich American heritage to present our seasonal collections and bring fans closer to their favourite teams.”