Rally House Expands CoMo Footprint with Third Store

New location at Crossroads West Shopping Center adds to growing presence in Columbia, Missouri.

Apr. 2, 2026 at 11:05pm

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A stylized 3D illustration of a miniature retail store interior with shelves of Missouri Tigers merchandise, a checkout counter, and a large Rally House logo sign, representing the opening of the new Columbia location.The new Rally House store in Columbia, Missouri will offer an expanded selection of officially licensed Missouri Tigers merchandise and other local sports apparel to serve the passionate Mizzou fanbase.Columbia Today

Rally House, a leading retailer of officially licensed Missouri Tigers merchandise, has announced the opening of its third store in Columbia, Missouri. The new location at the Crossroads West Shopping Center will offer an extensive selection of Mizzou gear, as well as apparel and gifts for other popular Missouri sports teams. The store's larger footprint will allow for an expanded assortment of top brands and higher-end fashion items.

Why it matters

The opening of the new Rally House store comes at a time of continued growth in Columbia's retail and university-driven economy, with strong foot traffic from students, alumni, and year-round residents. The strategic location near heavily trafficked shopping areas is expected to make the store a top destination for Mizzou fans and local shoppers.

The details

The new Rally House store at Crossroads West Shopping Center will feature an extensive selection of Missouri Tigers merchandise, including apparel, hats, gifts, and home decor. In addition to Mizzou gear, the store will also offer products for other popular Missouri sports teams, such as the Kansas City Chiefs and Royals, St. Louis Cardinals and Blues, and the new St. Louis FC soccer team. The larger store footprint will allow Rally House to double its Missouri Tigers selection and expand its assortment of higher-end fashion brands.

  • Rally House Crossroads Columbia is scheduled to celebrate its grand opening with a Ribbon Cutting Ceremony on April 10, 2026.
  • The store will also host a weekend of giveaways for local customers in early May 2026.

The players

Rally House

One of the largest retailers of officially licensed Missouri Tigers merchandise, with more than 310 locations across 28 states.

Aaron Liebert

CEO and owner of Rally House.

Dana Lewis

College DMM for Rally House.

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What they’re saying

“With the success of the downtown store and our recent store inside the mall, we have been looking for a larger, destination location with convenient access and parking. Opening at Crossroads provides a storefront that cannot be missed with a huge parking lot to accommodate big rushes on gameday weekends. With the larger footprint, we can double the Missouri Tigers selection and still have the best assortment of Missouri pro sports teams.”

— Aaron Liebert, CEO and owner

“The larger store will let us increase the selection of our best brands like Nike, 47 Brand, New Era and Champion. And we can expand the selection with a wider variety including higher end fashion brands like Peter Millar, Johnnie-O, Greyson and Onward Reserve.”

— Dana Lewis, College DMM

What’s next

Rally House Crossroads Columbia is scheduled to celebrate its grand opening with a Ribbon Cutting Ceremony on April 10, 2026. The store will also host a weekend of giveaways for local customers in early May 2026.

The takeaway

The opening of the new Rally House store in Columbia's Crossroads West Shopping Center highlights the continued growth and popularity of Missouri Tigers merchandise and the broader retail landscape in the university-driven economy of Columbia, Missouri.