The Max Verstappen fan shop in Swalmen is set to permanently close its doors next year. International sports brand Fanatics will take over the sale of the four-time world champion’s merchandise from January 1, effectively ending the physical store. According to manager Raymond Vermeulen, fans can still visit Swalmen for their favorite Max Verstappen items until March 1.
The shop in Swalmen has grown over the years into a special place for Max Verstappen fans. Vermeulen understands that the decision will hit the fan base hard. “It has become a kind of pilgrimage site for supporters,” he told De Limburger. The fan shop also serves as a small museum with impressive Verstappen memorabilia. Visitors can marvel at a Formula 1 car, a Formula 3 car, and various personal items such as helmets and racing gloves. The centerpiece is the Red Bull RB12, the car with which Verstappen won his first Grand Prix in Barcelona in 2016.
Pilgrimage Site
The store opened on January 17, 2017, eight months after Max Verstappen claimed his first Formula 1 victory. His popularity soared, especially after his first world title in 2021. Fans of Max Verstappen came from all corners of the globe to Swalmen to marvel at the displays and purchase merchandise. According to Vermeulen, the decision to close was made in good consultation with store owner Roger Hermans. “He is now going to enjoy his retirement, but will stay with us as a merchandise advisor. We part on good terms.”
According to the management, the choice for Fanatics aligns with the next step in the professionalization of Verstappen’s brand. “They have a global reach. That’s the scale we’re aiming for,” Vermeulen said. Online, little will change, emphasized Niels Hendrix, spokesperson for Verstappen.com. “The handling will only be done through the Fanatics platform,” he added. “So in principle, nothing changes for customers of Verstappen.com.”
