Macy’s and Lids Sports Group, a subsidiary of Genesco, are teaming up to open sports team merchandise departments in Macy’s stores across the U.S.
The Locker Room by Lids in-store shops will feature licensed products associated with professional and collegiate teams including those in the NFL, MLB, NBA, NHL and NCAA. The offerings will encompass apparel and headwear for men, women and children, as well as home and novelty products such as glassware, throws and gnomes. Custom embroidery will also be available in select locations.
Macy’s and Lids plan to also incorporate interactive kiosks in each shop where customers can place online orders to serve fans of teams in other parts of the country.
Locker Room by Lids shops will be piloted in approximately 25 Macy’s stores and on macys.com this fall, with an additional 175 shops rolling out in spring 2014 focusing initially on markets covering major professional sports teams and colleges.
“Our customers are passionate fans of their sports teams, whether they be local or elsewhere in the country. Through our partnership with Lids, Macy’s will be able to offer a focused assortment of team-related merchandise that is tailored to the fans who shop in each Macy’s store. This is a natural and powerful expression of our My Macy’s approach to serving local customers,” says Jeff Gennette, chief merchandising officer, Macy’s. “With Locker Room by Lids in hundreds of Macy’s stores, we also are strengthening Macy’s status as a destination for activewear. 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.”