MLB has partnered with Legends on the "design and construction of its first official league store, the MLB Flagship Store, which is slated to open next summer in midtown Manhattan," according to Eric Prisbell of SPORTS BUSINESS JOURNAL. Located at 1271 Avenue of the Americas -- once known as the Time & Life Building -- the store will be the league's first "permanent retail location" in the U.S. MLB has partnered with Legends to "operate the stand-alone, 17,000-square-foot space, and Legends Project Development is overseeing the design and construction." Discussions regarding opening a flagship store "ramped up in the past three years." No plans are in the works to "open similar MLB flagship stores nationwide." Though the design is in its early stages, the "aim is to bring baseball to life with an engaging, refreshed feel to retail over two floors." The store will "offer a wide assortment of officially licensed products," highlighting "all 30 MLB clubs in addition to historical franchises in the Cooperstown Collection and authenticated game-used memorabilia." The store also will offer "unique New York City products along with customization options" (SPORTS BUSINESS JOURNAL, 10/14 issue).
LONG TIME COMING: MLB Senior VP/Global Consumer Products Denis Nolan said that the league has "'always kicked around the idea of an MLB flagship' and when this space opened up, the league took the plunge." He added, "It was all about timing -- finding the right space and the right partner." Nolan said that it is "too early to discuss what special features and experiences the store will offer, but it will provide 'an elevated retail experience' that will effectively represent the MLB brand and appeal to domestic and international tourists as well as diehard baseball fans" (WWD.com, 10/14).
