Macy’s Unveils Super Bowl Shop

The retailer’s 36,000-square-foot NFL at Super Bowl shop had its official ribbon-cutting Wednesday morning.

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NEW YORK — “We don’t do things small at Macy’s, whether it’s the parade, the fireworks or the NFL shop.”

That’s the way Terry J. Lundgren, chairman and chief executive officer of Macy’s Inc., described the retailer’s 36,000-square-foot NFL at Super Bowl shop, which had its official ribbon-cutting Wednesday morning on the fourth floor of the Herald Square flagship. The shop is being operated by Lids Sports Group, which signed a deal in August to open licensed team merchandise shops in Macy’s stores around the country under the name Locker Room by Lids.

Outside of Manhattan, 15 pop-up Super Bowl shops have been installed at Macy’s stores in the New York and New Jersey areas, including key doors such as Garden State Plaza in Paramus, N.J.; Roosevelt Field in Garden City, N.Y.; Brooklyn, and Queens. There are also shops in the Denver and Seattle markets, according to Lids president Ken Kocher.

The Herald Square shop opened over the weekend and is viewed as the official launching point for the football league’s Super Bowl Boulevard, which will close Broadway from 34th Street to 47th Street for four days starting Jan. 29. Super Bowl XLVIII, featuring the Denver Broncos and the Seattle Seahawks, will be held at MetLife Stadium in East Rutherford, N.J., on Feb. 2. It will be the first time the Super Bowl will be held outdoors in a cold-weather city.

Lundgren, who was joined at the breakfast by New York Jets owner Woody Johnson and Kocher, said that he had attended the Broncos-New England Patriots game in Denver last weekend, where it was 60 degrees and sunny. “That’s not football weather,” he said. “This is football weather.” The temperature in New York was in the single digits Wednesday morning, and the city had received more than 10 inches of snow on Tuesday.

Lundgren said that since the shops have opened, the merchandise has been “selling like hotcakes,” especially in Denver and Seattle. “Seattle has been off the charts,” he said.

He’s also expecting the New York City shop — which includes areas for customization, New York- and New Jersey-specific merchandise and men’s, women’s and children’s Super Bowl-related apparel and accessories — to be popular with New Yorkers and tourists alike.

“We think this will be amazing as all the tourists filter into Manhattan,” Lundgren said.

He pointed to sister company Bloomingdale’s Super Bowl initiative, which includes customized helmets designed by 48 Council of Fashion Designers of America designers that are being auctioned off to benefit the NFL Foundation. “There are bids on every helmet,” he said. “That’s another fun part of this whole experience.”

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