For its Germany debut, Lids will opened three locations in June throughout Berlin: ALEXA Berlin opening June 17, Mall of Berlin opening June 24 and Eastgate Berlin opening July 1. Lids is celebrating their Germany debut following a successful entry into Europe in 2021 with their expansion into the UK.
American football, basketball and baseball have become indispensable in terms of fashion. Finally, the time has come in Germany where sports, fashion and cap enthusiasts will soon be able to find licensed and branded merchandise in select stores in German malls. Each Lids store has more than 1,000 original caps in stock in every conceivable size, color, and design. In addition, there is a wide selection of jerseys for both the NBA and NFL including current and past star players.
Product at each store will include a vast assortment of major U.S. league team product from Major League Baseball (MLB), National Football League (NFL), and National Basketball Association (NBA), among others, as well as items from go-to brands including Nike, New Era Cap, ‘47, Mitchell & Ness, Hurley, Oakley 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.
“Throughout the years we’ve had requests to bring the unparalleled assortment of Lids to Germany, which has a massive headwear market,” says Britten Maughan, President of Lids. “Germany has never seen anything like this, and we can’t wait to show them. Lids stores will offer the most robust assortment of product in the market, offering a mix of fashion and on-field sports headwear, apparel, and memorabilia. Germany has a strong fashion accessory market and a growing affinity for US sports, which fits into the core strengths of the Lids product offering.”
The Berlin store openings are the first of many planned from Lids in 2022. Germany can expect additional locations to open soon, as Lids plans further expansion in cities such as Bremen, Dresden & Hamburg.
To date, Lids operates nearly 1,200 stores throughout the U.S., Canada, Puerto Rico, Mexico and London, including through its ongoing retail partnerships with Macy’s and Designer Brands. Lids also operates the newly opened National Hockey League (NHL) flagship store in New York City as well as the National Basketball Association (NBA) flagship stores in New York City and London. Lids is the world’s largest retailer specializing in the sale of officially licensed and branded headwear with over 30 million hats sold annually.
