World Series of Poker Opens First Retail Store on Las Vegas Strip
Posted on: June 13, 2026, 01:51h.
Last updated on: June 13, 2026, 03:24h.
- The World Series of Poker opens its first year-round retail store on the Las Vegas Strip on Monday, June 15
- Jack Binion, son of WSOP founder Benny Binion, cut the dedication ribbon at the Horseshoe-Paris casino complex on Friday, June 12
The World Series of Poker (WSOP) now has a year-round home on the Las Vegas Strip. On Friday, June 12, 2026, Jack Binion — the 89-year-old son of WSOP founder Benny Binion — cut the ribbon on the Strip’s first permanent WSOP retail store. It opens to the public on Monday, June 15 in the retail complex connecting the Horseshoe and Paris, where the 57th annual WSOP runs through July 15.
The shop spans 2,320 square feet, making it the largest WSOP retail footprint ever built. (Pop-up merch kiosks have been around since at least 2008, when the WSOP was still held at the Rio.)
More than 100 merchandise designs are available at launch, covering apparel, accessories, and collectibles. The store features collaborations including New Era hats and the new “On Felt” collection. A central LED installation loops archival WSOP moments, and a championship bracelet anchors the store’s visual centerpiece.
The layout is structured as a chronological walk through poker’s evolution. Guests enter through a desert-themed façade referencing Nevada’s early gaming culture. One side uses wood textures and saloon-style elements to evoke the series’ early decades; the opposite side shifts to a modern aesthetic built around the “On Felt” concept, with green-felt-inspired design and imagery of contemporary champions.
Additional design touches include a cash-wrap counter modeled after the Golden Horseshoe motif associated with Benny Binion’s Million Dollar Display, and a chandelier constructed from cascading poker chips.
The WSOP’s description of the store in its announcement as a “flagship” location suggests that other, smaller permanent locations may be on the way. While no official dates or locations have been announced, they’re most likely to pop up in dominant regional casinos that regularly host WSOP Circuit events. Top candidates include Harrah’s Cherokee (North Carolina), Horseshoe Hammond (Chicagoland), and Harrah’s Atlantic City (New Jersey).
Though Caesars sold the WSOP intellectual property/brand to NSUS Group in a $500 million deal in 2024, the tournament will continue to operate in Las Vegas under Caesars Entertainment until 2044.
Binion There, Done That
Benny Binion — a Texas-born gambling operator, former Dallas racketeer, and the founder of Binion’s Horseshoe — created the World Series of Poker in 1970 as a small invitational at his downtown casino. His vision was simple: bring the best players together in a sporting event, let the public watch, and crown a champion.
The tournament remained a Binion family enterprise for decades. Jack Binion ran the Horseshoe and shaped the early WSOP format; his sister Becky later took over the property before financial and regulatory issues forced the family to sell the Horseshoe brand and the WSOP to Harrah’s Entertainment (now Caesars) in 2004.
Today, the Binion family’s role is ceremonial. They have no operational or financial stake in the modern series and no ownership of Binion’s Gambling Hall (the former Binion’s Horseshoe).
Even so, Jack — who ran the Horseshoe for decades and helped define the WSOP’s early identity — still appears at ribbon cuttings, anniversary events, and historical acknowledgments. A large photo of Jack Binion is prominently displayed inside the new store.
The Horseshoe name itself now belongs to Caesars, which rebranded the former Bally’s Las Vegas in 2023 under the banner to emphasize its stewardship of the WSOP legacy.
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