Lids launches renewed store concept to enhance the retail experience

Sportswear retailer Lids has launched a new, reinvented store concept specially designed to enhance the shopping experience. Focusing on personalization, the revised store format includes a modernized layout and a customization zone alongside a broader range of localized and exclusive products.

The retail concept places greater emphasis on fashion-forward headwear, underscoring Lids' commitment to helping customers express their personal style. Created based on customer feedback, the new store concept offers a more immersive experience with bold visuals and an upgraded Custom Zone. Each store with the new format will offer expanded personalization options for hats and jerseys, including the debut of in-store "Build-A-Cap" kiosks for digital headwear customization.

"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, in a statement. "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."

Some of the main features of the new retail format include the Custom Zone, a personalization hub featuring interactive "Build-A-Cap" kiosks, and a hat-curving machine. Customers can design custom headwear—stitch, patch, and curve hats to suit their style—and save or reorder designs online via customlids.com. The kiosks also support bulk orders for non-licensed headwear. Customization starts at just 10 dollars, with about 40 local-market patches available per store. Select locations will also offer jersey customization starting at 40 dollars.

Other new additions to the concept include the T-Shirt Wall, a curated collection of trend-driven, localized apparel spotlighting current styles and regional fan favorites; the Kids' Corner, a new section focused on youth apparel and headwear, featuring team-branded gear for the next generation of fans; and the Headwear Accessories section, expanded range of cleaning and treatment products to help customers keep their hats in top condition. Lids introduced its new store format in mid-April, initially launching at 20 locations nationwide. Some of the first stores to feature the new retail format include its store on 5th Avenue in New York City, Arden Fair in California, and Burlington Mall in Massachusetts.

These new stores highlight localized, exclusive product assortments tailored to each market. Lids aims to continue building on insights from this first rollout to refine and scale its retail format throughout 2025 and beyond.