Batter Up: MLB to open its first-ever flagship store

Marianne Wilson
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Major League Baseball is throwing its hat in the retail arena, opening a one-stop shopping destination for baseball fans.

MLB said it will open a “state-of-the-art” retail destination in midtown Manhattan in summer 2020. The two-level, 17,000-sq.-ft. store will be the league’s first permanent retail location in the U.S.

MLB has partnered with Legends, a holistic experiential services agency whose platform includes design, production, e-commerce, brand marketing, analytics, large-scale live event, venue, and flagship retail operations, to operate the store. In addition, Legends Project Development is overseeing the design and construction of the space, which will “bring the game of baseball to life with an engaging, refreshed feel to retail,” according to MLB.

The MLB store will offer a wide assortment of officially licensed products for fans of all ages. The merchandise will come from a full range of MLB licensees and highlight all 30 MLB clubs in addition to historical franchises in the Cooperstown Collection and authenticated game-used memorabilia. It will also offer unique New York City products along with customization options.

“Building an iconic retail footprint in the United States’ most dynamic city, celebrating America’s greatest pastime is a significant moment for our company,” said Legends president and CEO Shervin Mirhashemi.  “We’re thrilled that Major League Baseball has chosen our team to help launch their state-of-the-art flagship store – we know fans are going to love this new experience.”

“This new retail location in a busy area of Manhattan gives us another unique way to market our players and teams and help continue to grow the sport,” said Tony Petitti, MLB Deputy Commissioner, business & media.