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07/25/2022

Lids opening new store concept with 12 locations — here’s where

Marianne Wilson
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Lids U.
The assortment at each Lids U store will include products unique to the market that it serves.  

Lids is tapping into the lucrative college sports market. 

The retailer of licensed and branded sportswear is opening a new concept, Lids U, dedicated to collegiate sports product and apparel. Created as a space for fans to purchase products from their favorite schools, the stores will open in key college markets.  (List of locations at end of article.)

The first Lids U opened in July, at Gurnee Mills,  Gurnee, Ill.  The company plans to expand the concept with approximately 11-plus locations in 2022, with more to follow in 2023 and beyond.

Lids U Stores will feature a significant assortment of NCAA product with a curated selection of headwear, apparel and accessories from local, regional and national university and collegiate teams for men, women and children.  Each store will also offer products unique to the market that it serves.

According to Lids, the new concept was developed in response to Lids consumers seeking more NCAA product.

"We understand that our customers wanted to see more collegiate products in our stores, and we're proud to now offer a space for consumers to shop the latest looks from their favorite collegiate teams,” said Lawrence Berger, co-founder and partner at Ames Watson, owner of Lids, and chairman of FanzzLids Holdings.

Lids U stores will also carry the retailer’s signature assortment of extensive licensed and branded merchandise. They new stores also feature Lids' Custom Zones, which allow consumers the opportunity to custom-embroider a product of their choice in-store.

The stores will continue to carry apparel brands such as Nike, adidas, Under Armour, Fanatics, Retro Brand, Champion, Colosseum, Cutter & Buck, Antigua, Mitchell & Ness, and more, as well as Wincraft, Tervis, Indigo Falls and headwear brands New Era and Zephyr.

Lids U marks a continuation of Lids' commitment to providing collegiate product to fans, including the retailer's presence on college and university campuses within the US. Lids operates Fanatics Lids College ("FLCL") which, in partnership with Fanatics, provides apparel, hard goods and backpacks to nearly 800 Barnes and Noble College Bookstores.

In addition to Gurnee Mills, the Lids U stores opening in 2022 include:

  • Castleton Square (Indianapolis);
  • Mall of Georgia (Buford, Ga.);
  • Mall of Louisiana (Baton Rouge, La.)
  • Perimeter Mall (Atlanta);
  • Riverchase Galleria (Hoover, Ala.);
  • San Marcos Premium Outlets (San Marcos, Tex.);
  • Tanger Outlets Gonzales (Gonzales, La.)
  • Tanger Outlets Savannah (Savannah, Ga.)
  • Tanger Outlets Charleston (Charleston, S.C.)
  • Tanger Outlets Mebane (Mebane, N.C.)

Lids Sports Group operates nearly 1,200 stores throughout North America and Europe under the Lids, Locker Room by Lids, Fanzz, Yankees Clubhouse Shops, Dodgers Clubhouse, Cardinals Clubhouse and numerous other nameplates. Lids also has locations within select Macy's department stores nationwide.

Lids made its European debut in December, in London. In April, the company announced plans to open its first stores in Mexico.

[Read More: Check out Lids’ largest store to date — at American Dream]