Lids Introduces New Brick & Mortar Concept

Lids U will offer local collegiate gear with market-specific products.
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July 28, 2022

A Lids store featuring Ohio State Buckeyes merchandise.
A Lids store featuring Ohio State Buckeyes merchandise.Lids

Sports retailer,


, has announced the launch of Lids University (Lids U), a new retail concept dedicated to collegiate sports products and apparel. Created as a space for fans to purchase products from their favorite schools, Lids U stores will open in key college markets and serve each local community they’re within.    

Lids U was developed in response to Lids consumers seeking more


products from the retailer. The new concept will feature a significant assortment of NCAA products with a curated selection of headwear, apparel and accessories from local, regional and national university and collegiate teams. Within each location, Lids will offer a variety of collegiate team products for fans and alumni alike including men, women and children. 

“This is an exciting moment for Lids as we officially open a new store concept dedicated to collegiate sports fans across the country,” says Lawrence Berger, co-founder and partner, Ames Watson, owner of Lids and chairman, FanzzLids Holdings.

“We understand that our customers wanted to see more collegiate products in our stores, and we’re proud to now offer a space for consumers to shop the latest looks from their favorite collegiate teams.” 

One of the first Lids U stores opened at Gurnee Mills shopping mall in Gurnee, Ill., on July 22. The store will offer products representing schools within the region as well as nationally, including but not limited to, Illinois Fighting Illini, Illinois State Redbirds, Loyola Chicago Ramblers, DePaul Blue Demons, Northwestern Wildcats, Southern Illinois Salukis, University of Chicago Maroons along with Alabama Crimson Tide, Duke Blue Devils, Michigan State Spartans, Michigan Wolverines, Ohio State Buckeyes and more. 

Lids plans to open over 11 Lids U stores in 2022, with more to follow in 2023 and beyond.  

Lids U is the newest store format from the company’s continuously expanding brick-and-mortar global retail footprint, including team-specific stores with Yankees Clubhouse and Dodgers Clubhouse locations throughout the country. Lids also counts the National Hockey League, National Basketball Association and Paris Saint Germain as partners as it runs each league and team’s respective U.S. and international flagship store locations. 

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