Roger Hampel
Photo Credit: FC Barcelona
FC Barcelona continues its global retail expansion through its commercial arm, Barça Licensing & Merchandising (BLM), with the opening of three new official stores in Tbilisi (Georgia), Malaga, and Palma de Mallorca. The move is part of the club’s long-term strategy to increase direct control over merchandising operations, build international brand presence, and engage more deeply with fans worldwide.
Tbilisi Becomes First Store Outside Spain Operated Under License
On March 29, 2025, FC Barcelona will inaugurate its first-ever store outside of Spain in the historic centre of Tbilisi, the capital of Georgia. Operated under license, this move reflects the club’s efforts to penetrate emerging markets in Eastern Europe and respond to growing international demand for official merchandise.
The Tbilisi opening is strategically significant, as it marks the first physical retail presence of the club in the Caucasus region—a move expected to further local fan engagement and regional market penetration.
Malaga and Palma de Mallorca Strengthen Domestic Retail Footprint
Just two days later, on April 1, a new store will open in Malaga, located at the city’s port area—recently redeveloped into a commercial and leisure destination and currently ranked as the third-largest cruise port in Spain.
In early summer, FC Barcelona will open another store inside Palma de Mallorca Airport (Son Sant Joan)—Spain’s third-busiest airport. The Palma location will be the club’s 15th fully owned retail store, operated directly by FC Barcelona, as opposed to third-party licensing agreements.
Retail Strategy Driven by In-House Operations FC Barcelona Tbilisi Malaga Palma de Mallorca
Since launching BLM in June 2018, FC Barcelona has pursued a model of direct management of retail operations. The strategy is aimed at regaining full control of the brand and merchandising rights, ensuring that fan engagement, store experience, and product quality align closely with club values and commercial objectives.
With this latest expansion, the club will operate:
15 club-owned Barça Stores, including locations at Spotify Camp Nou, Madrid Barajas Airport, and Barcelona’s key tourist hubs.
6 additional licensed stores, including the new Malaga and Tbilisi outlets, as well as other locations like Palma de Mallorca, Salou, and Platja d’Aro.
The growth of physical retail complements FC Barcelona’s digital merchandising efforts, creating a hybrid retail model that enhances accessibility for fans and boosts direct-to-consumer revenues. By focusing on high-footfall locations such as airports, cruise ports, and major tourist destinations, Barça is maximizing exposure to international audiences while reinforcing its position as a leading global sports brand.
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