Hat World Re-Structures Lids Brand Umbrella

The Lids headwear retail chain is undergoing a re-branding initiative by owner Hat World, a subsidiary of Genesco. Both Sports Fan-Attic and Impact Sports businesses have been renamed under the Lids brand.

Hat World plans to convert its Sports Fan-Attic, 37 in all, into Lids Locker Room stores. The company currently operates seven Lids Locker Room stores. Hat World acquired Sports Fan-Attic in 2009. The stores offer licensed sports headwear, apparel, accessories and novelties.

In addition, Hat World will transition its Impact Sport business into Lids Team Sports. Impact Sports, acquired in 2008, is a full-service team dealer, custom screen printer, embroidery and sporting goods distributor. Hat World has also rolled out a new Lids Team Sports logo and Web site at www.lidsteamsports.com. 

"Under the Lids brand umbrella, we are building three, interrelated businesses—the hat business, the fan-oriented specialty chain and the wholesale team sport business," says Kenneth Kocher, president of Hat World. "Our goal is to have the customer think of Lids first—whether they are thinking about the teams they play for or the teams they root for. We see lots of synergies in the way we market to this customer—for example, with loyalty programs that reward consumers for their overall business with Lids and with a common customer database supporting cross-selling capabilities."

Hat World currently operates more than 900 mall-based, airport, street-level and factory outlet stores in the U.S., Canada and Puerto Rico.