For its European debut, Lids will open four locations throughout the London metropolitan area: Seven Dials (now open) and Icon Outlets at The O2 in London, Lakeside Shopping Centre in Essex, and Churchill Square Shopping Centre Russel Place in Brighton, all opening in December.
Each store will mimic the immersive shopping experience of extensive licensed and branded merchandise Lids has long been known for. Product at each store will include a vast assortment of major U.S. league team product from MLB, NFL, and NBA, among others, as well as items from go-to brands including adidas, New Era Cap, ‘47, Mitchell & Ness, Hurley, Oakley, Local Crowns, and more.
Each store will also feature Lids’ signature Custom Zones, which allows consumers the opportunity to custom embroider a hat or apparel piece of their choice in-store, including from the retailer’s numerous options of player numbers and autographs.
The expansion into the UK is strategic from Lids as the retailer looks to further expand its international footprint moving forward. “London is a natural fit for Lids. The enthusiasm for both American sports and street wear aligns with our on-field and fashion focused hat and jersey assortment. We are excited to bring our brand and product to market,” says Britten Maughan, President of Lids.
