Mystery BOXD founder launches Eleven:11 Football to sell authentic club shirts

Football mystery box firm Mystery BOXD, which has sold to more than 50,000 customers, has launched a second business based on feedback from its own buyers: some fans enjoy the surprise, but many would rather pick a shirt that means something to them.

Mystery BOXD has been trading for three years and is expected to bring in £1.2 million in revenue this year, a rise of 20% year on year.

The new venture, Eleven:11 Football, is also based in Chorley and goes live at eleven11football.com with more than 1,000 products. Stock covers retro and classic shirts, exclusive and player-issue releases, training wear, collectibles and memorabilia.

Prices run from £5 up to £950 for the most in-demand kits, and some items are one-of-one. Fans can pick from their own club or from teams around the world.

Founder Matty Donaldson, 27, is a serial entrepreneur and has held a Bolton Wanderers season ticket for more than ten years. He started building the business in January 2026.

Eleven:11 uses the same sourcing network as Mystery BOXD, which deals directly with over 50 clubs, brands and retailers, several Premier League sides among them. In practice, it buys surplus stock from older seasons straight from clubs and sells it to fans.

Counterfeit kit

The launch comes after a summer in which fake football kit was in the headlines. During the 2026 World Cup alone, the City of London Police’s Operation Bloxwich seized more than 220,000 counterfeit shirts and kits across the UK, with a value of over £18 million.

Brand protection specialist Corsearch puts the UK market for counterfeit shirts at around £180 million, almost a third of genuine Premier League shirt sales, and estimates that more than one fake is in circulation for each real shirt sold.

Donaldson argues that fans are being driven towards fakes. Eleven:11 sources stock only from authorised retailers, official clubs and brands, which it says lets it guarantee that every item is authentic.

Mystery BOXD will keep trading alongside the new business. Eleven:11 is starting with football but could move into other sports later.

Donaldson said: “Eleven:11 is the result of twelve months of work to build a retail platform that’s genuinely special and built for sports fans. By working directly with more than 50 football clubs, brands and suppliers, we can offer products you simply won’t find anywhere else, from classic shirts and player issue to exclusive releases.”