Esports and gaming merchandise and apparel company We Are Nations has announced a new consumer-facing shop segment called Nations Gaming Club.
The Nations Gaming Club will house apparel drops from the company’s partners, including esports teams like G2 Esports and game IP’s such as Rainbow Six Siege.
The new venture will form We Are Nation’s consumer-facing offering, and will aim to be a one-stop-shop for all esports and gaming merchandise.
The company said it launched Nations Gaming Club as a result of an acknowledgement that esports fans are less exclusively attached to single teams than fans of traditional sport are.
The retail solution therefore aims to avoid siloing fans, It has a unified shop window for all team and game merchandise together, rather than separating apparel by team.
The online shop will house exclusive items co-created with the brand’s partners in one site. We Are Nations claimed the goal is to “transform esports retail by structuring products based on the unique behaviour and habits of esports fans,” and by putting fan behaviour first.
We Are Nations disclosed that it was in discussions with its retail partners to expand the Nations Gaming Club concept to brick-and-mortar retail.
The company clarified that We Are Nations will continue to be its primary B2B service, while Nations Gaming Club would form its predominant B2C offering.
More collaborations with both gaming and esports brands are in the pipeline, it said.
Founded in 2016, We Are Nations is a leading B2B retailer of gaming and esports merchandise, known for producing a wide array of items for esports brands and gaming companies.
The company has produced merchandise for teams including G2 Esports, Heroic, Astralis and FPX. We Are Nations has also partnered with the likes of Champion for limited drops of gaming-inspired items.
