Customization, personalization and localization are key elements of the new Lids store format, which the retailer rolled out to 20 stores in 16 states this month. The stores’ redesigned customization hubs feature interactive “Build-A-Cap” kiosks and a new hat-curving machine, allowing customers to stitch, patch and curve their hats to match their personal style.
Additionally, the stores feature a curated assortment of trendy and hyper-localized apparel on a T-shirt wall, a kid’s corner featuring an expanded assortment of youth-focused apparel and headwear, and accessories and cap cleaning and treatment products. Lids plans to use learnings from these initial openings to continue evolving the concept through 2025 and beyond.
DIY Cap Designs and Localized Patch Assortments
Customers can create their own unique designs using the “Build-A-Cap” kiosk, which are emailed to them with a barcode when the designs are complete. Store employees then scan the barcode and work with the customer to finalize design details before ordering. Customization starts at $10 for hat curving (not available in all stores), $12 for stitching and $15 per patch, and each store will offer about 40 unique patches tailored to the local market.
“Customization has always been at the heart of our brand, and this new store design takes it to the next level,” said Bob Durda, President of Lids in a statement. “We’re offering more ways for customers to make their gear uniquely theirs. This rollout represents our commitment to a dynamic, customer-centric experience where every visit feels personal, engaging and tailored to each individual.”
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The redesigned stores are in high-profile locations, including New York’s Fifth Avenue, Bloomington, Minn.’s Mall of America, Orlando Premium Outlets in Orlando, Fla. and the Glendale Galleria in Glendale, Calif.
