First Look: Lids' new store format is big on customization

Sports apparel and headwear retailer Lids has reinvented its store concept – with a focus on personalization.

With a goal of elevating the shopping experience, the new format is being rolled out to an initial 20 stores starting in April. (See list of locations at end of article.) Lids said it plans to use key learnings from the initial stores to continue evolving and expanding the concept throughout 2025 and beyond.

Developed based on customer insights, Lids' new store design introduces a more immersive in-store environment featuring enhanced visuals and a reimagined “Custom Zone" offering shoppers increased personalization options for their hats and jerseys. Each store is designed to deliver a best-in-class "personalize everything" customization experience. Stores also offer an expanded selection of localized and exclusive products with increased attention on fashion headwear.

Additionally, for the first time, customers will be able to digitally personalize headwear directly in store through "Build-A-Cap" kiosks.

"Customization has always been at the heart of our brand, and this new store design takes it to the next level," said Bob Durda, president of Lids. "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.”

Key new features of the store concept include the following:

• Custom Zone: A redesigned customization hub featuring interactive "Build-A-Cap" kiosks and a new hat-curving machine, available at select locations, allowing customers to stitch, patch, and curve their hats to match their personal style. Customers can save and revisit their designs online and order through customlids.com. 

  The "Build-A-Cap" kiosk allows customers to create their own unique designs in seconds and once completed have their designs emailed to them with a barcode. Employees then scan that barcode and work with the customer on final design details before ordering. The kiosk can also be utilized to place bulk orders of any customized, non-licensed headwear. 

  Customization starts at $10 for hat curving, $12 for stitching, and $15 per patch. Each store will offer approximately 40 unique patches tailored to the local market. Jersey customization is also available in select stores, starting at $50 per jersey.

• T-Shirt Wall: A curated assortment of trendy and hyper-localized apparel reflecting the latest styles and regional fan favorites.

  •Kids' Corner: A dedicated children's section featuring an expanded selection of youth-focused apparel and headwear available in team branding.

• Headwear Accessories: Lids is increasing its focus on demand for accessories, specifically shoppers increasing desire for a full assortment of cap cleaning and treatment products. Each store will feature a vast array of products to help consumers keep their hats looking fresh.