Photo Credits: WSOP
The World Series of Poker has opened its first permanent retail store on the Las Vegas Strip, giving the brand a year-round space at Horseshoe Las Vegas during a softer 2026 series.
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The new WSOP Store opened to the public on Monday after a Friday ceremony at Horseshoe Las Vegas. Jack Binion, the 89-year-old son of WSOP founder Benny Binion, joined the launch.
The store sits in the shopping corridor connecting Horseshoe and Paris Las Vegas, where the 57th annual WSOP runs through July 15. It is the largest dedicated retail space in WSOP history and features more than 100 designs across clothing, accessories and collectibles.
The layout leans into both old and new poker. One side uses wood finishes and saloon-style details to reference early WSOP history. The other side looks toward the modern game. A chandelier made from poker chips and a cash-wrap counter inspired by Benny Binion Million Dollar Display serve as the main design anchors.
Executives framed the store as a permanent home for WSOP on the Strip, not just a summer merchandise stand.
The timing makes the opening more interesting. Caesars Entertainment sold WSOP intellectual property to NSUS Group in 2024 for $500 million. At the same time, Caesars kept the right to host the main live series in Las Vegas for 20 years and retained certain retail and licensing rights.
That structure explains how Caesars can open a WSOP store after selling the brand. Still, the contrast is hard to miss. A permanent store built around WSOP history, Benny Binion and Strip nostalgia looks like brand investment, even after Caesars chose to monetize the asset.
There is a business case for it. WSOP remains one of the strongest poker names in the world, and retail can support the live tournament experience. A store at Horseshoe also keeps the brand visible beyond the summer schedule.
The store arrived during a 2026 WSOP that has seen weaker numbers in several comparable events. Some fields have dropped from prior years, and international late-stage finishes have fallen in events such as the Monster Stack, $500 Freezeout and $600 Deepstack.
Several pressures sit behind that. International travel to the United States has softened in parts of the market, with fewer Canadian and UK players than in past editions. On the US side, the One Big Beautiful Bill changed gambling loss deductions from 100% to 90%, creating tax concerns for high-volume players.
Those problems do not sit under Caesars or WSOP control. Even so, they create an awkward backdrop for a year-round retail launch aimed at poker tourists.
The store could still make more sense over a longer runway. WSOP has weathered down years before, and the Main Event remains a global poker draw. A permanent Las Vegas store may also become the first part of a wider retail plan, especially if similar spaces later appear at casino properties that host WSOP Circuit stops.