Macy’s and LIDS to Partner on Team Sports Shop Concept

In Marketing, What's New, Industry News by Accessories Staff

LIDSCincinnati, OH and Indianapolis, IN—While only about two dozen will be open in time for fall sports season, Macy’s and LIDS Sports Group, a subsidiary of Genesco Inc., today announced that they have signed an agreement to open licensed team merchandise departments in Macy’s stores nationwide and online under the name of Locker Room by Lids.

Plans call for Locker Room by Lids departments to be piloted in approximately 25 Macy’s stores and on this fall, and an additional 175 in-store departments rolling out in Spring 2014 as part of the initial phase. The departments, located in markets covering major professional sports teams and colleges, will be operated by LIDS Sports Group under a license agreement with Macy’s.

Interactive Kiosks To Be Installed

Each department will contain licensed products associated with professional and collegiate teams, including those in NFL, MLB, NBA, NHL and NCAA. The assortment will encompass apparel and headwear for men, women and children, as well as home and novelty products. Custom embroidery is also expected to be available in selected locations.

“With Locker Room by Lids in hundreds of Macy’s stores, we also are strengthening Macy’s status as a destination for activewear,” said Jeff Gennette, Macy’s chief merchandising officer. These new teamwear departments will complement our established assortments in active apparel and accessories, as well as athletic footwear now being supplied to Macy’s customers in partnership with Finish Line.”

The size of the in-store licensed departments will vary by Macy’s store, with an average of 500 to 1,000 square feet per location. The goal is also to incorporate an interactive kiosk through which customers can place online orders that can be shipped directly to their home or another designated address—thus serving customers who are fans of teams in other parts of the country.

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