Hamilton opens first trading-card flagship
Lewis Hamilton's latest venture has nothing to do with lap times. The seven-time world champion has opened his first physical trading-card store — and he says it's built from the same childhood obsession that hooked millions of collectors long before Formula 1 did.
What is Lewis Hamilton's new trading-card business?
Lewis Hamilton has opened the first flagship store for his new trading-card business in Frankfurt.
'Card Culture by Lewis Hamilton' is a joint venture between the seven-time world champion's investment company and Dave and Adam's Card World, with further stores planned across Europe, Australia, the Middle East and Asia.
"Through Card Culture, I believe we have a significant opportunity to tap into the culture around trading cards in a way no one has been able to before," Hamilton said.
Where the idea came from
The Ferrari driver says the idea grew from collecting football cards as a child.
"I remember being in school and the excitement of opening up packs of cards," he said.
"It was a small community, but we were connected through our love of sport and cards."
Why Hamilton sees a gap outside the United States
Hamilton believes there is a major gap outside the United States for specialist stores combining retail with events and a collector community.
"There's over a thousand stores across the US, and I think there's a fraction of that in the rest of the world," he said.
"I really wanted to build a home for collectors, players and kids who want that feeling of opening packs and being part of a community, and not just a place that sells products."
Hamilton's own card collection
Hamilton himself now owns around 500 valuable Pokemon cards and is also collecting Formula 1, football, basketball, baseball and Star Wars items.
"My goal is to build a modern card store that mixes community, culture and competition," he said.
Fact box: Card Culture by Lewis Hamilton
- Founder: Lewis Hamilton, seven-time F1 world champion and Ferrari driver
- First store: Flagship location in Frankfurt, Germany
- Partner: Dave and Adam's Card World
- Planned expansion: Europe, Australia, the Middle East and Asia
- Hamilton's personal collection: Around 500 Pokemon cards, plus F1, football, basketball, baseball and Star Wars items
- Stated goal: "A modern card store that mixes community, culture and competition"
Related: Hamilton receives 3-place grid drop; loses front-row start at Hungary
Check out the F1 card collection in the Merchandise shop.
3 F1 Fan comments on “Hamilton opens first trading-card flagship”
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Cant rip adults off anymore , so shes turning to kids, nice one Louisa, The world didnt want veggie burgers , so now its cards , lol bless her Companies house website CARD CULTURE BY LEWIS HAMILTON LIMITED Reg number 16988382, When she says I am investing in childrens futures, she doesnt quite mean that, as for Tax , The Lulu Hamiltons parent company (Inday Rose Limited) is registered in the bvi
A pack of cards is much cheaper and you get all the cards in a single purchase!
Very true , very true