New Era opened its U.K. flagship location at 40 Carnaby Street in London. The 1,540 square. foot store, split across two floors, opened on Sept. 30 ahead of a National Football League game between the Jets and the Dolphins in London on October 4.
The store includes an embroidery machine, where shoppers can customize their hats in the space of about 20 minutes, and the New Era by You service, which allows people to create caps from scratch for home delivery within 40 days.
“It gives everybody the ultimate choice: if you can’t find what you want in store, we will go online and order it. If you still can’t find it, you can make it yourself,” said Laurence Joslin, marketing director EMEA for New Era.
The brand, which was founded in 1920 and is headquartered in Buffalo, New York, also has a store in Birmingham and Westfield Stratford.
