World Series of Poker Opens Flagship Store in Las Vegas

The World Series of Poker has a new year-round home on the Las Vegas Strip. On Friday, June 12, poker legend Jack Binion cut the ribbon on the WSOP's first permanent flagship store. The store sits inside the Horseshoe and Paris Las Vegas retail complex. It opens to the public on Monday, June 15. The timing coincides with the 57th annual WSOP, running through July 15. Caesars Entertainment and WSOP executives joined Binion for the ceremony. The new space marks a significant expansion of the brand's presence on the Strip.

Inside the New WSOP Flagship Store

At 2,320 square feet, the new store is the largest WSOP retail space in the series' history. It features more than 100 designs across apparel, accessories, and collectibles. A New Era partnership anchors the lineup, offering 65 hat styles and more than 90 WSOP-branded designs. Other brand collaborations include Jeff Hamilton, Adidas, Black Clover, and Kevin Leonel. New items will roll out throughout the summer, including the "On Felt" collection and a commemorative coin.

A large LED installation cycles through iconic moments from WSOP history. A WSOP gold bracelet, displayed in a high-security case, serves as the visual centerpiece. WSOP Executive Business Manager Kamila Winska said the store's design drew from the brand's own archives. "I started looking through all these vintage photos from over 56 years of history, so we don't need to make it up," she said.

How the WSOP Store Honors Poker's Past and Present

The store is laid out as a journey through the evolution of poker. Guests enter through a desert-themed facade that references Nevada's early gaming culture. One side uses wood textures and salon-style design elements drawn from the WSOP's early decades. The opposite side embraces a modern 'On Felt' approach, with green felt textures and images of recent champions. A cash-wrap counter echoes the Golden Horseshoe motif, a nod to Benny Binion's famous Million Dollar Display. A chandelier of cascading poker chips hangs nearby, a reference to poker's "chip and a chair" philosophy.

Winska said the goal is to connect generations of players through a shared identity. "We want people to remember that World Series of Poker is poker, and poker is World Series," she said. "This is where legends are born. This is where dreams are dealt."

The Binion Family and the History of the WSOP Brand

Jack Binion is the son of WSOP founder Benny Binion. Benny created the tournament in 1970 as a small downtown invitational. The Binion family ran the WSOP for decades. Financial troubles later forced a sale to Harrah's, now Caesars Entertainment, in 2004. Today, the family holds no operational stake, though Jack remains a fixture at WSOP events. A large photo of him hangs inside the store. Caesars Entertainment sold the WSOP brand to NSUS Group for $500 million in 2024.

The tournament will continue running in Las Vegas under Caesars Entertainment until 2044.

Jack Effel, a senior Caesars Entertainment poker executive, called the WSOP a lasting Las Vegas landmark. "The World Series of Poker is a landmark in Las Vegas, and it has been since 1970," he said.