Access Denied
IMPORTANT! If you’re a store owner, please make sure you have Customer accounts enabled in your Store Admin, as you have customer based locks set up with EasyLockdown app. Enable Customer Accounts
USEFUL FOUDYS INFO
Find out more about the team behind the worlds largest women's football retail platform HERE
- The first women's football focused retailer in the world
- The first business in the world to represent women's personalisation on football shirts
- The only dedicated women's football teamwear provider in The UK for grassroots and elite clubs
- Foudys has always used recyclable packaging in our distribution
- Foudys has a focus on sustainability and is creating a service for designers and creators to use our off-cut or unsellable products
xxxx
About Us
Picture of Founder Helen Hardy with her shirt collection (2023)
The Home Of Women's Football®
"I was asked back in 2023 if I had more footie shirts than anyone I knew and I thought... you know what? Let's do a photo of all my shirts and find out if anyone comes out of the woodwork with more!
Now in 2026, 5 years into running a global women's football retailer, I can confidently say I have more football shirts than anyone in Manchester. I dare someone to challenge me!"
Helen Hardy, Founder of Foudys
FOUDYS FULL TIMELINE
The story behind the game changers who built a major sports retailer from a bedroom in Gorton
2020
HUMBLE BEGINNINGS
Foudys was founded in Gorton, Manchester in December 2020 by Helen Hardy and was named after USA Legend Julie Foudy. Helen operated Foudys out of her back bedroom.
TRAILBLAZERS
Foudys is officially the first sports retailer in the world that focused solely on women's football.
Foudys was the first retailer in the world that sold personalisation for the entire WSL. In fact, it was selling women's personalisation before every single WSL club except Arsenal!
2021
GROWTH
In 2021 Foudys had grown so much that Helen moved the operation into Trafford House and a small office space that overlooked Old Trafford Football Stadium.
At the time there was Helen running the operation and a part-time team member Arbon who supported with fulfilment.
BIG SIGNING
In 2021 Foudys began working with Lewes FC printing kits and creating a bespoke merchandise range for fans. This was Foudys first major club signing.
Foudys also got hold of the unique Women's Championship detailing, allowing us to print the top two tiers of women's football.
EXPANSION
SUMMER 2021
Foudys expanded the operation to include more team kits including International Giants and the iconic FC Barcelona.
Foudys were the only retailer in the world distributing Women's FC Barcelona kits globally... even Barcelona weren't selling Barcelona Women's Kits globally at the time!
2022
INVESTMENT
2022 was a game changing year for Helen and Foudys. Early in 2022 they chose Fearless Adventures as their first investors which spearheaded huge growth in the run up to Euro 2022.
They were also gaining traction and attention from the biggest brands in the world including Nike and Puma. At the time, Foudys was operating as an independent business, but for the business to survive it needed the backing and partnerships with the brands in order to operate with a margin. We were on the path to doing just that!
Euros Mania
EURO 2022 changed women's sports forever and was the key to monumental change for Foudys. Conversations with Nike, Adidas and Puma began during this period which would make Foudys one of only six sports retailers in the UK with those three big-brand partnerships.
During Euro 2022 Helen was asked to hand the player of the match award out by VISA to thank her for her dedication to women's football. She also hosted and sat on panels for the Equality Summit, Size?, Manchester United and Manchester City.
Credibility was building for Foudys.
WHAT THE HECK?
LATE 2022
In November 2022 Helens face was painted onto the steps of Wembley Stadium by The National Lottery to thank her for her work and dedication to the growth of women's football. It was unveiled by England Captain Leah Williamson.
It was replaced by Taylor Swift in 2023 and remains as a Swiftie mural to this day.
2023
AMERICA
Foudys had aspirations of unlocking America and visited the launch of The NWSL 2023 to explore avenues into getting NWSL stock. This would be the start of a two year project to get The NWSL league kits to Europe. Foudys would unlock this in 2025.
JULIE FOUDY
This USA trip would also pose as an opportunity for Founder Helen to meet up with Foudys namesake, ambassador and investor Julie Foudy. Julie kindly gifted Helen her World Cup 1999 Final jersey on this trip.
LIFT OFF
EARLY 2023
In early 2023 Nike were the first major brand to begin working with Foudys. This meant Foudys could access millions of Nike wholesale products and also get access to elite Nike players to promote our releases. The Foudys team immediately ordered in World Cup 2023 stock and got our first shoot booked in with the iconic Lucy Bronze.
Adidas and Puma followed and we were able to launch World Cup 2023 with a website full of stock!
ICONIC PARTNERSHIP
EARLY 2023
In Q1 2023 Foudys became the official merchandise partner of Football Manager. We'd go on to create epic merchandise for fans and staff members.
We are partnered together to this day, even producing their viral 2025 football shirt to honour the release of their latest game. More amazing FM products coming soon...
DOWN UNDA
World Cup 2023
Another International Tournament and this was Foudys first tournament working with Nike, Adidas and Puma. Foudys even made their own range of merchandise including socks and hoodies.
Foudys sales increased 253% during World Cup 2023 vs Euro 2022 the year before.
The Foudys team covered the tournament from the ground in Australia with interviews and phone ins with Sky Sports and The BBC.
MAKING FRIENDS
SUMMER 2023
In 2023 Helen was invited to Nike to talk about women's football fandom and jersey culture. This would start a trend of Helen speaking at internal Nike sessions and supporting with the cultural movement surrounding women's sports.
Helen would also visit Nike in Portland in 2023 to talk about the sizing of women's football products.
YANITED
WINTER 2023
We did our first Adidas athlete shoot in 2023 with Manchester United superstar Leah Galton. This was a Foudys favourite and Leah was a joy to work with. We even invited all her nieces to the shoot for a family photo!
PRESS KIT
Foudys are the experts in the women's football retail market, grassroots women's football and football shirt culture
Foudys is the only official women's football retailer in the world
Foudys owns the IP to and is: The Home Of Women's Football
Foudys was the first store in the world offering women's names on jerseys for all major women's clubs across Europe
Foudys looks after major clubs and clients to create merchandise and kit
Glasgow City In The Sky Sports Cup Final
Glasgow City FC are through to the Sky Sports Cup Final, another big moment in their season.
Wh...
Continuar leyendo
Full Company Overview
Foudys is the worlds first women's football store and has established relationships with the bigg...
Continuar leyendo
CONTACT FOUDYS
PRESS & MEDIA
media@foudys.com
Contact Marie-Claire by email to chat all things foudys.
Invalid password
Enter