Lids is continuing its brick-and-mortar expansion with its first store in Australia, focusing on the NBA and WNBA for the Victoria-area shop. The retailer is planning to open a second Australia location with a brick-and-mortar store in Sydney later in 2022.
Offering official sports memorabilia and promoting connections to popular streetwear styles, Lids is tapping into the global allure of North American sporting teams — particularly those within the NBA.
Merchandise is central to the Lids’ Melbourne design scheme, with jerseys representing the NBA’s most popular players in history lining the tops of the store’s walls. Rows of colorful hats from various teams representing the NBA, WNBA, MLB, NFL and NHL, in addition to lifestyle brands including Champion and Psycho Bunny, line the walls. The store also features additional sporting goods and collectibles from brands such as Nike, Adidas, Under Armour, New Era and Wilson.
The brick-and-mortar store aligns with Lids’ branding, using design features such as sleek, dark metal fixtures that resemble lockers in addition to cool, light gray tile flooring. A light wood paneled cash wrap allows this area to stand out against the black ceiling and cooler tones within the store. The new location features a station that offers Lids’ popular embroidery services for on-site customization of jerseys and hats. Interactive displays, including NBA 2K booths and NBA player height matchups, offer an engaging experience to customers.
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“Australia has both sports enthusiasts and avid followers of American streetwear,” said Britten Maughan, President of Lids in a statement. “That is the perfect cross-section for Lids. Lids is where sports meet fashion.”
