Wimbledon's Strawberry Fever Translates To Retail Success
World No. 2 Coco Gauff held a strawberry plush toy during a press conference at Wimbledon, giving the tournament—and the toy—quite a social media moment. World No. 1 and Wimbledon 2025 semifinalist Aryna Sabalenka had the toy attached to her racket bag.
It didn't take long for strawberry fever to catch on in London.
As the oldest tennis tournament in the world, Wimbledon has a storied history. Strawberries have long been linked to the event and while eating strawberries and cream is a certain rite of passage at the All England Lawn Tennis Club, the tournament has started to press in to all things strawberries to help push retail sales at the site.
A strawberry plush toy was a popular attraction at Wimbledon 2025, selling out during the tournament ... More at London's All England Lawn Tennis and Croquet Club. (Photo by)
Daniel Ashmore, AELTC head of retail, merchandising and licensing, tells me that the strawberry plush, strawberry-themed socks and strawberry-adorned baseball caps all sold out during the tournament.
'Our strawberry-themed product range has grown by 39% since 2024, following strong early sell-through and customer engagement,' Ashmore says. 'We've enhanced best-selling lines with additional size options—for example, infant hats—and launched new products, such as the strawberry character plush toy.' It turns out that 2025's strawberry range wasn't enough to keep up with the strawberry-loving crowd at Wimbledon.
Wimbledon has an extensive range of products for sale each tournament, but the champs towel (seen in ... More the photo) was the top-selling item in 2025.
For 2025, strawberry fans could grab a cap or bucket hat, sweaters, T-shirts, sweatshirts, baby clothing, kitchen items and even greeting cards. It all adds up to giving Wimbledon a fresh range of tournament-adjacent products to compliment the already popular main line of Wimbledon-themed merchandise.
While the craze over the strawberry-themed retail items took the retail side of the tournament by storm, the top-five-selling items during the event remained in line with tradition, just like the tournament itself. The number-one-selling item was the classic 2025 champs towel, with nearly 13,000 towels sold. This item is the classic green and purple towel players—including 2025 Wimbledon champion Iga Swiatek—are known to hoard, adorned with the year of the tournament. The fifth-best selling item was also a towel, with just over 9,000 of the seasonal 2025 champs towel—this one comes in a different shade of blue and green—sold during the tournament.
A range of fashion pieces for both men and women came adorned with a more subtle nod to the ... More strawberry at Wimbledon 2025.
Holding the second, third and fourth spots on the top-five list were all different versions of the same hat design, the adults champs logo. The white version sold nearly 11,000 caps, ahead of the green at 9,700 and the navy at over 9,000. In all, the three colors of the same design totaled nearly 30,000 caps of just one item. With over 525,000 visitors to the tournament, over 5% of all spectators purchased one of the champs logo caps in 2025.
The Wimbledon shop offers one of the more extensive collections of items across tennis, from the popular towels and caps to the trending strawberry-themed items, but also with plenty of fashion and performance items mixed in. The tournament grounds feature three main retail sites: the Centre Court Shop, the No. 1 Court Shop and the Museum Shop, along with five express shops and an additional nine kiosks. Wimbledon also ships worldwide via its online shop.
For Wimbledon fans wanting their strawberries and cream to last a bit longer, the strawberry-themed retail options proved a popular choice in 2025. Expect Ashmore and the AELTC to embrace strawberry fever yet again in 2026.
MORE: How Does Wimbledon Maintain Its Grass Courts?
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