Cricket Fashion
Cricket Fashion is an independent luxury fashion retailer based in Liverpool, specialising in designer clothing, footwear and accessories for men, women and children.
Last updated August 25, 2026
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Overview
Cricket Fashion is an independent luxury fashion retailer associated with Liverpool’s high-end fashion scene. The business began in 1991 as a menswear boutique in Cavern Walks on Mathew Street, an area closely connected with Liverpool’s cultural and visitor economy. It was established by Gerard Mannix and Justine Mills, with Mills later becoming particularly associated with the company’s buying and fashion-industry activities. The retailer broadened its proposition in 1999, moving beyond its original menswear focus into exclusive women’s fashion. Over time, Cricket developed a multi-category designer assortment serving men, women and children. Its offer has included internationally recognised runway and luxury labels such as Saint Laurent, Givenchy, Céline, Stella McCartney and Christian Louboutin. The business became especially notable for stocking Christian Louboutin footwear and accessories at an early stage, when only a small number of independent retailers carried the brand in the United Kingdom. In 2012, Cricket was selected alongside Harrods and Harvey Nichols to participate in a limited-edition collection marking Louboutin’s twentieth anniversary. Cricket’s profile has also been shaped by its position within Liverpool’s celebrity, football and nightlife culture. In 2005, The Guardian described the store as an unofficial headquarters for footballers’ wives, noting the attention it received from paparazzi following visits by figures connected with Liverpool, Everton and Manchester United. The association gave Cricket visibility beyond the conventional luxury-retail audience, although the retailer’s underlying proposition remained designer fashion rather than celebrity merchandise. The company has participated in fashion events and local partnerships. In November 2014, British designer Matthew Williamson hosted Cricket’s Celebration of Style event across Liverpool city centre in association with Matalan. The event connected an independent luxury retailer with a nationally recognised designer and a larger British clothing business. Cricket announced a significant relocation in late 2018 after confirming speculation that it would leave its previous premises. On 17 September 2019, the retailer moved into Liverpool’s Metquarter shopping centre. The relocation placed the brand within one of the city centre’s established premium retail destinations. In the same year, it was included in The Daily Telegraph’s list of the 50 best boutiques in Britain. Vogue has also identified Cricket as one of the leading independent stores outside London. Publicly available reference material provides limited information about Cricket Fashion’s corporate ownership, financial performance, current management structure and operations after the 2019 relocation. It is therefore best understood from the available evidence as a Liverpool-based independent luxury and designer-fashion retailer rather than as a widely disclosed national chain.
History
Cricket Fashion was founded in 1991 by Gerard Mannix and Justine Mills as a menswear boutique in Cavern Walks on Liverpool’s Mathew Street. The store’s early identity was rooted in premium menswear and in the city’s distinctive music, tourism and nightlife environment. In 1999, Cricket expanded into high-end women’s fashion. This change transformed the business from a specialist menswear shop into a broader luxury-fashion retailer. Its later assortment covered men’s, women’s and children’s clothing, together with footwear and accessories. The store became known for carrying major international designer labels, including Saint Laurent, Givenchy, Céline, Stella McCartney and Christian Louboutin. Cricket developed a particular association with Christian Louboutin. It was among the relatively small number of independent retailers to stock Louboutin shoes and accessories in the United Kingdom at an early stage. In 2012, the retailer was included alongside Harrods and Harvey Nichols in a limited-edition initiative celebrating Louboutin’s twentieth anniversary. The retailer’s public profile grew through both fashion-industry recognition and popular-media attention. Co-founder and buyer Justine Mills was described as a respected fashion professional and businesswoman. The British Fashion Council recognised her as one of its representatives and a member of its selection committee. Cricket also became strongly associated with Liverpool’s football culture. In 2005, The Guardian characterised it as an unofficial shopping headquarters for footballers’ wives, reporting regular interest from paparazzi tracking visits by partners and associates of players from Liverpool, Everton and Manchester United. The business continued to use events and partnerships to connect designer fashion with Liverpool’s wider retail and cultural scene. In November 2014, Matthew Williamson hosted Cricket’s Celebration of Style across Liverpool city centre in collaboration with Matalan. A major physical change came after Cricket confirmed in December 2018 that it planned to leave its previous premises. On 17 September 2019, it opened at the Metquarter, a prominent Liverpool city-centre shopping destination. The move was presented as a new location for the retailer rather than a change of brand identity. Also in 2019, The Daily Telegraph placed Cricket among the 50 best boutiques in Britain, while Vogue had identified it as one of the leading independent stores outside London. The available reference material does not establish Cricket Fashion’s current ownership, financial results, number of stores, employee count or post-2019 trading status. Those aspects remain undocumented in this dossier.
- 2019
Opening at the Metquarter
[1]Cricket moves into its new Metquarter premises on 17 September.
- 2019
Named among Britain’s best boutiques
[1]The Daily Telegraph includes Cricket in its list of the 50 best boutiques in Britain.
- 2018
Metquarter relocation announced
[1]Cricket confirms that it will move from its previous Liverpool location to the Metquarter.
- 2014
Celebration of Style event
[1]Matthew Williamson hosts Cricket’s Celebration of Style across Liverpool city centre in association with Matalan.
- 2012
Participation in Christian Louboutin’s twentieth-anniversary collection
[1]Cricket is selected with Harrods and Harvey Nichols to celebrate Christian Louboutin through a limited-edition collection.
- 2005
The Guardian highlights the store’s football-culture profile
[1]The Guardian describes Cricket as an unofficial shopping headquarters for footballers’ wives and reports paparazzi interest around the store.
- 2003
Cricket gains popular-media visibility
[1]Coleen Rooney was photographed carrying a Cricket Fashion shopping bag, an episode later associated with the retailer’s visibility among Liverpool’s football-linked social circle.
- 1999
Expansion into women’s luxury fashion
[1]The retailer broadens its offer from menswear into exclusive high-end women’s fashion.
- 1991
Cricket Fashion is founded
[1]Gerard Mannix and Justine Mills establish Cricket as a menswear boutique in Cavern Walks on Mathew Street in Liverpool.
Products and positioning
An independent Liverpool luxury-fashion boutique offering curated runway and designer labels, with a reputation for early adoption of premium brands and strong visibility within the city’s fashion and football culture.
Luxury apparel · 1999
Designer womenswear
Cricket expanded into high-end women’s fashion in 1999 and became known for a curated selection of runway and designer clothing. The available references associate the women’s offer with labels including Saint Laurent, Givenchy, Céline and Stella McCartney.
Luxury apparel · 1991
Designer menswear
Menswear was Cricket Fashion’s original category when the business opened in 1991. The retailer subsequently operated as a broader designer-fashion store while retaining men’s clothing within its multi-category offer.
Luxury apparel
Children’s designer fashion
Cricket is described as serving children as well as adults, indicating that its designer assortment extends to children’s clothing. Specific labels, product ranges and launch dates are not identified in the available references.
Luxury footwear and accessories
Christian Louboutin footwear and accessories
Cricket was one of the first and relatively few independent retailers in the United Kingdom to stock Christian Louboutin shoes and accessories. Its association with the label was reinforced by participation in the brand’s twentieth-anniversary limited-edition collection in 2012.
Marketing campaigns
- 2014Celebration of Style
Liverpool · United Kingdom
A city-centre fashion event hosted by British designer Matthew Williamson for Cricket Fashion in association with Matalan.
Outcome. The event connected Cricket with a recognised British designer and promoted the retailer through a wider Liverpool fashion programme.
Brand decisions
2018
Relocation to the MetquarterStrategyBackground
Cricket confirmed plans to leave its previous premises in Liverpool city centre.
Action taken
The retailer announced a move into the Metquarter and completed the relocation in September 2019.
Aftermath
Cricket opened at the Metquarter on 17 September 2019, placing the business in a prominent premium shopping centre.
1999
Broaden from menswear into women’s fashionStrategyBackground
Cricket began as a menswear boutique but pursued a wider luxury-retail proposition.
Action taken
The business expanded into exclusive high-end women’s fashion.
Aftermath
The retailer developed into a multi-category designer store serving men, women and children.
Sources1 sources
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