As the long-awaited Oasis reunion tour draws near, the band is cashing in on the hype with a string of official merchandise stores opening across the UK and Ireland — giving fans a chance to stock up on everything from bucket hats to branded cutlery sets.
The first shop opens in Manchester’s Spinningfields on Friday, two weeks before Liam and Noel Gallagher take to the stage together for the first time in 16 years, kicking off the tour in Cardiff on 4 July. Five more stores will follow in Cardiff, London, Birmingham, Edinburgh, and Dublin, all timed to open in tandem with the band’s UK and Ireland tour dates.
Merchandise on offer will include £40 bucket hats, baby grows, shot glasses, jigsaw puzzles, limited-edition vinyls, and even Oasis-themed tote bags. Fans can also use green screens in-store to recreate the iconic album covers of Definitely Maybe and (What’s the Story) Morning Glory?. However, those hoping to score a signature Liam Gallagher parka will have to look elsewhere — they won’t be available at the official shops.
The six retail outlets are part of a wider commercial push surrounding what is already being dubbed the most lucrative reunion tour in British music history. Estimates of the total revenue generated range from £40 million to £400 million, with some predictions suggesting fans could spend up to £1 billion across merchandise, beer, food, and hotel bookings during the tour.
“It’s almost like the experience of the event itself is just not enough,” said Dr Matt Grimes, music business expert at Birmingham City University. “So how do you create other experiences for people?”
Grimes, who has studied music marketing trends, described the Oasis comeback as a global entertainment event on par with the likes of Michael Jackson, Madonna or Taylor Swift. Whether or not the tour has enduring cultural impact, he said, its financial significance is already undeniable.
The Gallaghers’ official merchandise deal is reported to be worth £20 million, though details remain under wraps. Artists typically receive around 50% of each sale, Grimes noted, making merch a major revenue stream alongside ticketing and touring.
Some ticket prices — including VIP packages sold for as much as £337.50 through Ticketmaster — caused a stir when sales began. Still, demand has been sky-high, with all dates sold out and further shows added to meet fan appetite.
Sportswear giant Adidas is also riding the Oasis wave, offering a special line of branded gear including £85 football shirts, £100 jackets, and a new take on their classic slogan: “The band with the 3 stripes.”
The fan mania has extended well beyond official channels. According to online wholesale marketplace Faire, sales of Oasis-inspired items from independent brands have soared 150% in the UK and 230% globally since the tour announcement. Bucket hat sales have jumped 275%, and searches for Liam Gallagher-themed goods have increased fivefold. Google searches for “Oasis fashion UK” have risen 180% in the last month alone.
It’s been 16 years since Liam and Noel Gallagher last shared a stage, following their infamous backstage bust-up in Paris before a 2009 gig at the Rock en Seine festival. Since then, reunion rumours have flared and fizzled repeatedly — until now.
In typically unfiltered fashion, Liam dismissed doubts that the tour might not happen. Posting on X, formerly Twitter, he wrote:
“There [sic] not fans there just little dickheads me n Rkid are on it.”
The 41-date world tour will span the UK, Ireland, North America, Japan, Australia, and South America, wrapping up in Brazil on 23 November — assuming the fragile Gallagher truce survives the globe-trotting reunion.
For fans, the countdown has begun. Whether or not the band stays together for the full run, the merch is definitely coming, and Oasis mania is once again in full swing.
