Lids announced the launch of its “reinvented retail store concept,” designed to elevate the customer shopping experience with a strong focus on personalization.

Lids reported it developed the “modernized layout” based on customer insights, introducing a more “immersive in-store environment featuring enhanced visuals and a reimagined Custom Zone,” where customers, for the first time, can digitally personalize headwear through “Build-A-Cap” kiosks on site.

“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. “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.” 

In addition to the “Custom Zone” with interactive “Build-A-Cap” kiosks, a new hat-curving machine will be available at select locations, allowing customers to stitch, patch and curve their hats to match their style. Customers can save and revisit their designs online and order through customlids.com.

The “Build-A-Cap” kiosk allows customers to create their designs “in seconds” and, once completed, have their designs emailed to them with a barcode. Employees can scan the barcode and work with the customer on final design details before ordering. Customers can also use the kiosk to place bulk orders on any customized, non-licensed headwear, starting at $10 for hat curving, $12 for stitching and $15 per patch.

Other key in-store features include:

  • Each store will offer approximately 40 patches tailored to the local market.
  • Jersey customization will be available in select stores, starting at $50 per jersey.
  • A T-shirt wall will offer a curated assortment of local apparel reflecting the latest styles and regional fan favorites.
  • Lids will allocate an area of each store to an expanded selection of youth-focused apparel and headwear available in team branding.
  • Lids is increasing its focus on customer demand for accessories, specifically for a full assortment of cap cleaning and treatment products. Each store will feature various products addressing this need.
  • An expanded selection of local and exclusive merchandise, offering products uniquely relevant to the surrounding market.

Lids rolled out the new store format to 20 stores nationwide in April. The first wave of stores includes the following states: (asterisk indicates store with hat curving machine)

  • 5th Avenue (NYC)
  • Arden Fair (Sacramento, CA)*
  • Arundel Mills (Hanover, MD)
  • Burlington Mall (Burlington, MA)
  • Castleton Square (Indianapolis, IN)
  • Coronado Center (Albuquerque, NM)
  • Cumberland Mall (Atlanta, GA)
  • Fashion Show (Las Vegas, NV)
  • Glendale Galleria (Glendale, CA)
  • Haywood Mall (Greenville, SC)
  • Jersey Gardens (Elizabeth, NJ)*
  • Mall of America (Bloomington, MN)*
  • Memorial City Mall (Houston, TX)
  • Northpark Center (Dallas, TX)*
  • Northstar Mall (San Antonio, TX)*
  • Ontario Mills (Ontario, CA)
  • Orlando Premium Outlets (Orlando, FL)
  • Park Meadows (Lone Tree, CO)
  • Polaris Fashion Place (Columbus, OH)
  • Scottsdale Fashion Sq. (Scottsdale, AZ)*

Lids reported in a media release that it will use key learnings from the initial store openings to continue evolving and expanding the in-store concept.

Image courtesy Lids