Lids leans in to customization with refreshed store concept

Dive Brief:

Lids is introducing a new store format at 20 locations beginning this month, according to a Wednesday press release. The company will continue to evolve and expand the concept based on these initial stores. 
The format has a refreshed layout, an updated “Custom Zone” and an expanded product assortment of local and exclusive products. Shoppers can expect a curated T-shirt wall and a “Kids’ Corner” with children’s apparel and headwear available in team branding. 
The refreshed stores lean in to customization, and for the first time customers will be able to digitally personalize headware through “Buid-A-Cap” kiosks. 

Dive Insight:

Lids is taking a “personalize everything” approach to its refreshed store concept, offering shoppers enhanced customization options for their hats and jerseys. 

New kiosks allow customers to create designs and have those emailed to them with a barcode. Staff can scan that barcode and work with shoppers on finalizing design details prior to ordering. The “Build-A-Cap” kiosks can also be used to place bulk orders of customized, nonlicensed caps. 

At select locations, the kiosks also have a new hat-curving feature so shoppers can curve their caps to match their style, and each store location will offer around 40 patches tailored to the local market. Jersey customization is also available in select stores. 

The company shaped its newest store format based on customer feedback.

“Customization has always been at the heart of our brand, and this new store design takes it to the next level,” Bob Durda, president of Lids, said in a statement. “We’re offering more ways for customers to make their gear uniquely theirs – whether it’s stitching, patching, or curving. This rollout represents our commitment to a dynamic, customer-centric experience where every visit feels personal, engaging and tailored to each individual.”

The stores will open in Arizona, California, Colorado, Florida, Georgia, Indiana, Massachusetts, Maryland, Minnesota, New Jersey, New Mexico, Nevada, New York, Ohio, South Carolina and Texas.

Lids has also launched other store concepts. In 2022, the company introduced its Lids Hat Drop in New York City, which was based on its e-commerce platform LidsHatDrop.com. The store centered on exclusive and limited-edition product releases from celebrity, designer, influencer and athlete collaborations. The company’s original concept store in Queens is currently closed for maintenance, according to the company’s website, but has expanded to other locations including Los Angeles, Houston and St. Louis. 

In 2022, the retailer also launched its first private label for kids. Explore by Lids includes snapbacks and bucket hats designed for children ages 4 to 7.