On June 12, 2026, the World Series of Poker (WSOP) found a “forever home” beyond the poker tables, as Jack Binion, son of legendary World Series of Poker founder Benny Binion officially opened the first permanent WSOP retail store on the Las Vegas Strip.
The store will usher in its first visitors on Monday, June 15, inside the shopping corridor connecting Horseshoe Las Vegas and Paris Las Vegas, where this year’s World Series of Poker is taking place through July 15.
Flagship Store
For poker aficionados, this means they finally have access to merchandise beyond the temporary stands they were used to seeing at WSOP events. Now, they will have a year-round location to visit right in the heart of Las Vegas.
The store spreads across 2,320 square feet and is the largest retail space ever dedicated to the WSOP.
More than 100 merchandise designs will be available at launch, ranging from apparel and accessories to collectibles celebrating some of the most memorable moments in poker history.
Visitors who will enter the store will be taken on a very special journey through the evolution of the game, starting with references to Nevada’s early gambling culture, with rustic textures and details inspired by the saloons and casinos that helped shape poker’s rise in America.
As they move through the space, guests will experience the transition into a modern setting focused on today’s champions and the contemporary WSOP experience.
Among the highlights are a large LED display showcasing historic tournament moments, a prominent championship bracelet exhibit, and a striking chandelier made from stacked poker chips.
The store also includes merchandise collaborations with well-known brands such as New Era and a new product line called “On Felt.”
The Binion Legacy
The opening ceremony will carry extra significance because of Jack Binion’s presence. Although the Binion family no longer owns or operates the World Series of Poker, their influence remains deeply woven into its history.
When Benny Binion launched the tournament in 1970 at his downtown Las Vegas casino, he had a simple vision: to reunite the world’s best poker players and crown the best of them.
Over the decades, the event grew from a small invitational gathering into the most prestigious tournament series in poker.
Today, the WSOP is owned by NSUS Group, which acquired the brand in a $500 million deal in 2024. However, Caesars Entertainment will continue operating the tournament in Las Vegas through 2044.
The new flagship store reflects both the game’s rich history and its modern global appeal, offering fans a permanent place to connect with one of poker’s most iconic brands.