Formula 1 legend Lewis Hamilton is set to open Fanatics Collectibles’ first-of-its-kind flagship store in the heart of London this Friday, April 25, marking a major new milestone for the global trading card and collectibles brand.
The store, located at 54 Regent Street, will serve as Fanatics’ first permanent global flagship, offering fans an immersive and interactive collecting experience. Hamilton, a seven-time Formula 1 World Champion and one of the world’s most recognized athletes, will be on hand to officially cut the ribbon alongside Fanatics founder Michael Rubin.
A New Era for Collectors Begins
Fanatics Collectibles President of Trading Cards, David Leiner, described the opening as a “home of the hobby” for enthusiasts.
“This will be more than a store,” said Leiner. “It will be a hub for collectors and fans to unite, share, and experience collecting in new and exciting ways.”
The store’s primary focus will be trading cards and games, with Fanatics’ well-known brands like Topps, Match Attax, Bowman, and Berlin taking center stage. Collectors can also purchase signed sports kits, jerseys, and balls. A personal card creation suite, exclusive community events, and a central display of the rarest cards, all showcased under a giant suspended circular screen, promise to make this store a true destination for fans.
The store will be open seven days a week, and the opening will feature appearances by stars from the sports and entertainment worlds as part of a celebratory week of events.
From Trading Cards to Transitioning Businesses
Hamilton’s involvement with Fanatics comes at a time of transition in his business ventures. The grand opening follows recent news confirming the closure of the final two UK branches of Neat Burger, the plant-based restaurant chain he co-founded in 2019 with actor Leonardo DiCaprio.
Neat Burger struggled financially in recent years, with a reported loss of £ 7.9 million in 2022, significantly higher than the £ 4.7 million loss in 2021. In 2023, the brand shuttered multiple branches in the UK and its flagship New York store. A spokesperson has confirmed the full UK exit but declined to comment further.
