SBD/August 9, 2013/Marketing and Sponsorship

Try This On For Size: Lids To Open Merchandise Departments In Macy's Locations

Lids Sports Group has reached a deal with Macy's to "open licensed team merchandise departments" in stores nationwide, according to Hamlet Fort of the Nashville TENNESSEAN. The new departments "will be called Locker Room by Lids, and that service also will be available online at the Macy's website beginning in the fall." Lids will sell "headwear and apparel for men, women and children, as well as 'home and novelty products.'" There will be 25 locations initially in September, while an "additional 175 in-store locations are expected to be added to the pilot group" in the spring. Macy's Chief Merchandising Officer Jeff Gennette said that new stores "typically will carry the most popular teams in that area." However, he added, "With Macy's rapidly emerging omnichannel capability, we can effectively sell and fulfill orders for customers who may be fans of teams anywhere in America" (Nashville TENNESSEAN, 8/9).
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