Esports organiser ESL is opening its first ever brick and mortar store today in Cologne, Germany; the place the company began. The store is operating inside the department store Saturn, which is one of Germany’s largest electronics retailers.
ESL is the biggest esports company in the world today, and is the oldest one still in operation. Thanks to this new store opening, you can shown your support for them with a variety of clothes and accessories. The store will also have limited edition runs starting with a graffiti style bomber jacket, as well as merchandise from various leading esports teams like SK Gaming, BIG, and mousesports.
As well as team merch, the store will also be selling gear from some of the most popular esports themselves, with collectibles for Counter-Strike: Global Offensive and Dota 2 already on the shelves. Many individual streamers have also moved into merchandise recently, so there’s plenty of room for ESL to expand if demand is high enough.
That room to expand is true literally as well as figuratively. The store operates inside the Xperion department of Saturn, a 32,000 square foot gaming section of the store built in conjunction with German esports network TaKe TV.
Saturn, meanwhile, has other stores across Germany, as well as in both Austria and Luxembourg, so if the ESL store is a hit, it could leave ESL’s hometown of Cologne to head elsewhere.
With ESL the largest broadcasting company on Twitch by some distance, plus the sales of team merch and game merch in the Xperion hub, ESL will likely be anticipating great success here. If all goes well, there could soon be an ESL chain coming to a department store near you.