What Foudys does

Foudys is a direct-to-consumer retailer of officially licensed women's football merchandise, founded in 2020 by Helen Hardy in Manchester, England. It operates as the first and only retailer globally dedicated solely to women's football, offering authentic jerseys, kits, training wear, and accessories from Nike, adidas, and Puma across the WSL, NWSL, Liga F, Frauen Bundesliga, SWPL, Première Ligue, 10+ international federations (including England, USA, Australia, Brazil, Canada, Germany, Netherlands, Nigeria, Iceland, and Korea), and — more recently — the WNBA. The company holds WSL printing rights for the UK and Europe, an exclusive global retail partnership with Nike for women's soccer, and licensing deals with Puma and adidas for Manchester City, Arsenal, and Liverpool women among others, supplemented by a fashion collaboration with Peace Collective for NWSL branded apparel.

The core technology stack is a Shopify-based e-commerce storefront supporting multi-currency checkout (GBP, USD, EUR, AUD, CAD plus many more) and global shipping to countries worldwide, paired with a flagship physical retail store at 293 Deansgate, Manchester and a planned New York flagship ahead of the 2027 FIFA Women's World Cup. Product breadth spans club-specific collections, player-name-and-number customization (Aitana Bonmatí, Leah Williamson, Vivianne Miedema, and others), an own-brand line ("Foudys Own"), kids' apparel, training equipment, mystery boxes, and gift cards. The business model is one-time merchandise sales with unit pricing typically £10-£363, a £150 free-shipping threshold, and tiered international delivery charges.

The GTM motion is DTC e-commerce complemented by content marketing (club blogs, kit launch content), email/newsletter, social media, and influencer/player partnerships. Total funding disclosed is £290k from Fearless Adventures in 2023, with revenue scaling from £50,000 in year one to nearly £900,000 by year three and the company described as a multimillion-pound business. Customer concentration is distributed across individual women's football fans globally, with no enterprise or B2B dependency visible in the data.

Name

Foudys

Legal name

Foudys

Website

https://foudys.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

Foudys is a Manchester-based direct-to-consumer retailer and the first store globally dedicated to officially licensed women's football merchandise, selling authentic Nike, adidas, and Puma jerseys, kits, and apparel across the WSL, NWSL, Liga F, Frauen Bundesliga, and international national teams to women's football fans worldwide.

Ownership category

akta.pro rank

Product category

Women's Football Merchandise Retail

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Soccer/Football Footwear & Apparel Retail (CRAMACAC)

akta.pro secondary industry

Fan Apparel & Wearables Retail (Licensed) (CRAMAOAE)

Keywords

• Women's football merchandise
• Officially licensed jerseys
• Sports apparel retail
• Women's soccer kits
• Football e-commerce

Headquarters

HQ city

Manchester

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D

Revenue model

1. Merchandise Sales: Direct retail sales of officially licensed women's football merchandise including jerseys, apparel, footwear, and accessories through e-commerce and physical retail channels.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Foudys is a specialist retailer of officially licensed women's football merchandise, selling jerseys, kits, training apparel and accessories for clubs and national teams across the WSL, NWSL, Liga F, Frauen-Bundesliga, Première Ligue, SWPL, WNBA and international sides. The business operates an e-commerce storefront at foudys.com and a flagship physical store on Deansgate in Manchester, distributing to customers in over 92 countries.

Product overview

Foudys is the first retailer dedicated to official women's football merchandise, operating as a multi-brand e-commerce platform. The core offering consists of officially licensed jerseys, kits, and merchandise from major sportswear brands (Nike, adidas, Puma) for women's football clubs across multiple leagues including the WSL (UK), NWSL (USA), Liga F (Spain), Frauen Bundesliga (Germany), Première Ligue (France), SWPL (Scotland), and international national teams. The product portfolio includes club-specific merchandise, player-name-and-number kits, training equipment, kids' apparel, and own-brand Foudys merchandise. Additional offerings include the NWSL Peace Collective fashion collaboration, mystery boxes, and gift cards. The company operates a flagship physical store in Manchester alongside the e-commerce platform.

Differentiator

Problem solved

Functional benefit

Brands

• Foudys Own: The company's own branded merchandise line including t-shirts, socks, and accessories featuring women's football themes and player collections.

Products and services

• WSL (Women's Super League) Merchandise Collection Officially licensed WSL club jerseys, kits and supporter apparel sold on foudys.com and in the Manchester flagship to fans of Barclays Women's Super League clubs in the UK and internationally.
• NWSL (National Women's Soccer League) Merchandise Collection Officially licensed NWSL club merchandise including jerseys and supporter apparel, distributed through foudys.com to North American and international women's football fans.
• International Teams Merchandise Collection Officially licensed national team women's football jerseys, kits and supporter apparel covering multiple federations, available on foudys.com and in the Manchester flagship.
• Liga F Merchandise Collection Officially licensed merchandise for clubs in Spain's Liga F, including Primera División women's football jerseys and apparel distributed through foudys.com.
• Frauen-Bundesliga Merchandise Collection Officially licensed Frauen-Bundesliga (German women's top flight) club merchandise, including jerseys and apparel, offered on foudys.com.
• Première Ligue Merchandise Collection Officially licensed Première Ligue (French women's top flight) club merchandise, including jerseys and apparel, available on foudys.com.
• SWPL (Scottish Women's Premier League) Merchandise Collection Officially licensed SWPL club merchandise, including jerseys and supporter apparel, distributed through foudys.com.
• WNBA Merchandise Collection Officially licensed WNBA team merchandise for women's basketball fans distributed alongside women's football ranges on foudys.com.
• Player-Specific Merchandise Officially licensed jerseys and apparel associated with individual women's football players, sold via foudys.com to fan buyers seeking player-themed product.
• Foudys Own Brand Collection Proprietary Foudys-branded apparel and accessories created and sold directly by Foudys, complementing the licensed league ranges.
• NWSL Peace Collective Capsule Licensed NWSL Peace Collective apparel capsule sold through foudys.com as a collaboration product line tied to NWSL clubs.
• Training & Equipment Collection Training kit and equipment (boots, balls and accessories) for women's football participation, sold via foudys.com to players and grassroots participants.
• Future Ballers / Kids Collection Youth-sized licensed women's football merchandise and starter kits sold via foudys.com to parents and gift-buyers.
• FC Barcelona Legends Collection Officially licensed FC Barcelona women's football legends apparel and merchandise sold via foudys.com to FC Barcelona women's team supporters.
• International Mystery Box Pre-curated bundle box of international women's football merchandise sold at a discount, marketed to gift-buyers and international fans via foudys.com.
• Foudys Gift Cards Digital or physical gift cards denominated in set values, redeemable on foudys.com for women's football merchandise.

Quantifiable outcome

• Revenue grew from £50,000 in year one to nearly £900,000 by year three
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core and minor.

• NikecoreOEM/ Whitelabel/ Licensing PartnerNike has secured Foudys as its exclusive global retail partner dedicated solely to women's soccer. Foudys produces authentic women's football jerseys with Nike licensing agreements. Nike projects the women's soccer merchandise market will reach £300 million annually by 2030.
• PumacoreOEM/ Whitelabel/ Licensing PartnerFoudys has signed licensing deals with Puma for women's football merchandise distribution, including Manchester City women's team products.
• WSL (Women's Super League)coreOEM/ Whitelabel/ Licensing PartnerFoudys holds WSL printing rights for the UK and Europe, enabling them to produce and sell officially licensed Women's Super League merchandise.
• Julie FoudycoreOthersJulie Foudy is a footballing legend and ambassador for Foudys. The company is named after her as she is a pioneer and champion of women's football. In her words, it's 'Foudy' as in 'Rowdy Foudy'.
• Peace Collective / NWSLminorStrategic or Co-development PartnerFoudys partnered with Peace Collective to bring NWSL fashion pieces to the UK and Europe, being the first company launching The NWSL and Peace Collective outside of America.
• AdidascoreOEM/ Whitelabel/ Licensing PartnerFoudys has secured distribution deals with Adidas for women's football merchandise, including Arsenal and Liverpool women's team products.

Scale indicators7 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• World Soccer Shop: Long-established online retailer of soccer/football jerseys, boots, and equipment globally. Comparable to Foudys as a multi-brand soccer merchandise destination, though it covers the men's and women's game broadly rather than focusing on women's football.
• Kitbag: Global licensed football merchandise retailer offering kits, training wear, and accessories across major clubs and leagues. Comparable to Foudys as a multi-brand licensed football apparel retailer, but operates at far greater scale and across men's and women's football.
• Classic Football Shirts: UK-based retailer specializing in authentic and replica football shirts from past and current seasons. Comparable to Foudys for its UK base, football-shirt focus, and direct-to-consumer model, though it focuses on men's and heritage kits rather than women's football.
• SubsideSports: Online football shirt specialist offering current and classic kits across major European leagues. Comparable to Foudys as a multi-brand licensed football merchandise DTC retailer with global shipping, though it covers men's football more deeply than women's.
• Pro Direct Soccer: Premium football boot and apparel retailer based in the UK with global DTC shipping. Comparable to Foudys for football-specific product depth and DTC model, though its core focus is footwear and performance gear rather than women's football kits.
• Lovell Soccer: UK football specialist offering replica kits, training wear, and equipment across major clubs and leagues. Comparable to Foudys as a UK-based football apparel DTC retailer, though it covers both men's and women's football.

Broad incumbents

• Fanatics: Global licensed sports merchandise platform with official league and team partnerships across major sports. Comparable to Foudys as a multi-brand licensed sports retailer, but at vastly greater scale and across all major men's and women's sports.
• Sports Direct: UK-headquartered mass-market sports retailer carrying multi-brand football kits and equipment. Comparable to Foudys for UK physical retail and broad sports apparel assortment, though its women's football depth and exclusive licensing are limited.
• JD Sports: Global multi-brand sports fashion retailer with strong football apparel assortment across physical and digital channels. Comparable to Foudys as a multi-brand football apparel seller, though at significantly greater scale and with broader sport coverage.

Emerging players

• Peace Collective: Sports-fashion brand creating fashion-forward licensed collaborations with leagues like the NWSL and CFL. Comparable to Foudys for its NWSL women's sports apparel partnership and fashion-merch crossover, though it operates as a brand rather than a multi-retailer platform.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/wearefoudys

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds2 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Foudys