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NHL to Open NYC Flagship Store with Lids and Fanatics

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The store was re-located from Midtown to Manhattan West, the site of the league’s new corporate headquarters.

The National Hockey League (NHL) and Fanatics have announced the opening of a new 9,000-square-foot NHL Shop flagship store in New York City.  

Fanatics will enlist the expertise of Lids, which is partly owned by Fanatics, to help provide a best-in-class shopping experience for NHL fans and visitors. 

Upon its opening, shoppers will have access to a wide range of merchandise including assortments for all 32 NHL clubs across a variety of product categories in women’s, men’s and youth styles. This extensive product offering will include on-site jersey, T-shirt and headwear customization, novelties, outerwear and more, highlighted by brands including adidas, Fanatics, ‘47, WEAR by Erin Andrews, GIII and Funko.  

“We are thrilled to bring a new NHL Shop flagship store to Manhattan West, the site of our new corporate home in a burgeoning part of New York City,” says Brian Jennings, chief brand officer, senior executive vice president, NHL. “Our vision was to build a multi-sensory hockey experience that emotionally connects our fans to the game, teams and players they cheer for. With support from Fanatics and Lids, this world-class retail destination will offer fans an immersive shopping experience with a robust merchandise offering, curated content and unique artifacts from the Hockey Hall of Fame. Along with exciting NHL events we have planned, we hope to entertain, inspire and welcome every hockey fan that walks through our doors.” 

The new technology-enriched NHL Shop is highlighted by interactive product displays and mobile POS devices to ensure secure checkouts. The in-store environment will feature 28 high-definition video walls running NHL programming, including live game broadcasts, original NHL productions and real-time content from NHL and Club social media. 

“We believe NHL fans and visitors of New York City alike will enjoy an incredible retail experience inside of the new flagship NHL Shop,” says Gina Sprenger, chief strategic retail officer, Fanatics. “The store offers fans a robust assortment, the ability to host special events, player meet and greets and other unique interactive moments that will make this a can’t-miss destination for hockey fans.” 

"At Lids, we are excited to leverage our retail expertise to bring a great experience within the NHL flagship store in New York,” says Lawrence Berger, co-founder, partner, Ames Watson and chairman of FanzzLids Holdings, owner of Lids. “The store will offer a wide assortment of NHL gear for the entire family plus our ability to customize products in-store."  

In addition to retail, the location will serve as an event and entertainment destination to celebrate the NHL and the game. Current and former NHL players and other hockey luminaries will make appearances both in person and virtually via an augmented-reality photo booth. The venue also features a hockey history installation of artifacts and memorabilia curated by the Hockey Hall of Fame, which will open with exhibits showcasing the evolution of the hockey stick and helmet and the histories of the NHL All-Star Game and the Men’s and Women’s Olympic Ice Hockey Competitions. 

Starting November, Brookfield Properties, in association with the NHL, will open a new 60’ x 80’ ice rink in the center of Manhattan West’s two-acre public plaza. The rink will offer outdoor public skating and NHL-hosted special hockey experiences. Additional details and programming schedule for the rink will be announced in the coming weeks.  

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