Macy’s has teamed with Lids to open and operate licensed team merchandise shops at its stores nationwide under the name Locker Room by Lids.
This story first appeared in the August 8, 2013 issue of WWD. Subscribe Today.
This fall, 25 pilot shops will open with an additional 175 rolling out in spring. The shops will be in markets where major professional sports teams or colleges are located and will be operated by Lids, a division of Genesco Inc. Each shop will include product from the NFL, MLB, NBA, NHL and NCAA, and will offer apparel and headwear for men, women and children, as well as home and novelty products such as glassware, throws and gnomes. Custom embroidery will also be available in select locations. The merchandise will also be available online.
The shops will range in size from 500 to 1,000 square feet, and there will be interactive kiosks through which customers can place online orders for teams in other parts of the country.
“Our customers are passionate fans of their sports teams, whether they be local or elsewhere in the country. Through our partnership with Lids, Macy’s will be able to offer a focused assortment of team-related merchandise that is tailored to the fans who shop in each Macy’s store,” said Jeff Gennette, chief merchandising officer of Macy’s Inc. He added that this plays into the company’s My Macy’s initiative to service customers on a local basis. “Moreover, with Macy’s rapidly emerging omnichannel capability, we can efficiently sell and fulfill orders for customers who may be fans of teams anywhere in America, or who are buying gifts for friends and family who live elsewhere.”
He said the shops also serve to strengthen the retailer’s activewear business. “These new teamwear departments will complement our established assortments in active apparel and accessories, as well as athletic footwear now being supplied to Macy’s customers in partnership with Finish Line.”
Last year, Macy’s inked a similar deal with Finish Line to open branded athletic footwear shops in more than 450 stores in the United States. The shops are also operated as a licensed department.
Lids operates more than 1,000 retail headwear stores under the Lids, Lids Locker Room and Lids Clubhouse names. It also has a wholesale and Internet business. Macy’s has 840 department stores in 45 states.