Licensing Essentials is an Australian-owned company with its Head Office based in Melbourne, Australia. With the company’s initial focus on bar accessories in 1992 the company has now become home to some of the world’s most recognisable brands.

Today, Licensing Essentials offers a diverse licensed range of apparel and accessories across 50+ licenses.

The AFL Store is your one stop shop for all of your Official AFL licensed merchandise needs. We offer great in store service by people who love footy! The AFL Store has the widest product range across all teams from official On Field Guernseys to fashion items, gifts and everyday essentials. Come and visit us in store for the ultimate in-store AFL experience and check out our latest offers. There's something for the whole family! Can't find what you're looking for in store? Check out our range online at theaflstore.com.au