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Lids makes European debut at London’s Seven Dials

Lids, the US athletic headwear and apparel retailer, has made its European debut with the opening of a store in London’s Seven Dials district.

Situated at 27 Neal Street, the 1,177 square foot space stocks the latest official fan and fashion headwear as well as an apparel range. The store aims to offer customers an immersive shopping experience that goes beyond the traditional fan shop.

Britten Maughan, president of Lids, said: “We’re very excited to have launched our debut European store in Seven Dials as London is a natural fit for Lids. The enthusiasm for both American sports and streetwear aligns with our on-field and fashion-focused hat and jersey assortment.

“We are thrilled to bring our brand to market and are confident that Lids Seven Dials will play an essential role in our international expansion. The store brings together the very best of what we have to offer, and we have really enjoyed welcoming British shoppers to everything Lids.”

In addition to a floor-to-ceiling offering from major league professional sporting teams, the store displays an assortment of products from some of the biggest names in athletic and sports fashion including New Era, ’47 Brand, Adidas and exclusive collaborations that cannot be found  elsewhere.

It also features Lids’ signature ‘Custom Zone’, which provides visitors with the opportunity to custom embroider a hat or clothing item in-store, including from the retailer’s numerous options of player numbers and autographs.

Samantha Bain-Mollison, retail director at Shaftesbury, said: “To provide the globally recognised American retailer, Lids, with its first UK store is a great addition to Neal Street and the wider Seven Dials community, and reflects the global attraction and success of this unique destination in the heart of London’s West End. We worked closely with Lids to make this debut possible as the first part of its European expansion; it’s with this approach that sees iconic retailers choose our destinations.”



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