Lids Expansion: Bringing American Sportswear to Europe

Lids is making its European premiere in the London metropolitan area, with four stores in the U.K.
Lids store

Two stores––Seven Dials (open now) and The 02 Peninsula Square––are located in London, with the other two stores located at Lakeside Shopping Centre in Essex and Churchill Square Shopping Centre Russel Place in Brighton.

Each store is designed to resemble an immersive shopping experience with a wide range of licensed and branded items. Lids provides merchandise from major American league teams, such as the Major League Baseball (MLB), National Football League (NFL), and National Basketball Association (NBA), and well-known companies, such as Adidas, New Era Cap, '47, Mitchell & Ness, Hurley, Oakley, Local Crowns and others. 

Stores will also have Lid’s unique custom zones, where customers can personalize headwear and clothes with embroidery, including the retailer’s numerous options of player numbers and autographs.

“London is a natural fit for Lids,” said Britten Maughan, president of Lids. The enthusiasm for both American sports and streetwear aligns with our on-field and fashion-focused hat and jersey assortment. We are excited to bring our brand and product to market. Through these four retail openings, Lids is expected to create several new jobs in the London market.”

The Lids store openings in London are the first of many scheduled for 2022 as the retailer expands its global footprint. The global expansion comes after Lids was acquired by private holding company Ames Watson in 2019. It has since achieved status as a billion-dollar corporation. Lids operates approximately 2,000 stores in the U.S. and Canada, with strong retail agreements with Macy's and Designer Brands.