Lids opens first stores in Germany

Lids opens first stores in Germany

U.S. retailer Lids announced it has opened its first stores in Germany last month, as the licensed sports chain expands further into Europe following its UK debut in 2021.


Opening in the nation’s capital Berlin, the first Lids Germany stores bowed last month in Alexa Berlin and Mall of Berlin on June 17 and 24, respectively. A third opening took place at the start of this month at Eastgate Berlin on July 1.

Product at each store will include an assortment of major U.S. league team product from MLBAdidasNew EraHurleyOakley

Each store will also feature Lids’ signature Custom Zones, which allows consumers the opportunity to custom embroider a hat or apparel piece of their choice in-store, including from the retailer’s options of player numbers and autographs.

The Berlin openings come on the back of a successful European entry late last year with the bowing of the retailer’s first UK stores.

“With the success we’ve seen in the UK throughout 2021 and 2022, we’re excited to bring our brand and product to Germany,” said Britten Maughan, president, Lids.

“Germany boasts the largest GDP in Europe and is also a strong headwear market. Lids stores will offer the most robust assortment of products in the market, offering a mix of fashion and on-field sports headwear, apparel and memorabilia. Germany has a strong fashion accessory market and a growing affinity for U.S. sports, which fits into the core strengths of the Lids product offering.”

Based in Indianapolis, Lids Sports Group is the largest licensed sports retailer in North America, selling fan and fashion-oriented headwear and apparel across the United States, Canada, Puerto Rico and the U.K and Germany, through almost 2,000 retail locations. 

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