Coveted Matildas kit selling like hotcakes, leaving Socceroos in dust

The Matildas are winning and the cash tills are ringing.

Coveted Matildas jerseys and team apparel is flying off the shelves, eclipsing the Socceroos, as the side gets set for a crunch World Cup quarterfinal against France.

"There's definitely been a huge increase in sales," a store worker from Melbourne specialty outlet SPT Football told 9news.com.au. He wished to remain anonymous.

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"The team's popularity is crazy, but it's something that (our store) completely understands because they have always been popular."

For a number of years, Matildas jerseys have outsold the Socceroos, he said.

Asked why, he replied: "I think the fact that they're pretty good. As Aussies we like a winner, and like to jump on board".

In the last five World Cups, the Matildas have reached the quarterfinals, and are threatening to go even deeper at this tournament.

It's been a tougher struggle for the Socceroos, making it to the round of 16 twice and eliminated three times in the group stages at their last five cup outings.

Thirst for the Matildas kit was boosted by the team's on field success and co-hosting the World Cup with the Kiwis, but there has always been demand from a faithful fanbase, the worker said.

"The Matildas, from a pure sales point of view, have always been more popular than the Socceroos," he said, reflecting on his six years working in the SPT store.

Retail operations manager Rodrigo Alvim described a similar scenario at Ultra Football, a retail Sydney outlet which sells football apparel.

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"It's just been massive, it's been huge," Alvim said when asked about sales, adding that "you can't even really compare" demand for Matildas and Socceroos jerseys, even factoring in the men performing well and qualifying for the round of 16 last year in Qatar.

"I think the Matildas are really well known in the country and people believe they are more capable than the men, in terms of how far they can get in a World Cup.

"It's very good for the game, and especially women's football."

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Alvim said scarves, jackets, key rings and caps were selling well.

"Anything that is related to the cup and the Matildas, people are coming for it."

Yuan Orpia, a store worker at Sydney shop Mick Simmons Sport, said Sam Kerr jerseys were selling like hotcakes, mostly to "Gen Z and millennials".

"Everyone is looking for Matilda products," he said.

The SPT worker said mostly young women were buying the replica jerseys in-store, and online the women's cut of the jersey was outselling the men's and kid's cuts.

Cheaper, basic items - like t-shirts and beanies - were also big movers, he said.

"People want to be part of it ... showing the green and gold."

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