Lids chooses basketball theme for first physical store in Australia
Lids continues its physical expansion with its first store in Australia, focusing on the NBA and WNBA for the Melbourne store. The retailer plans to open a second location in Australia with a physical store in Sydney later in 2022.
Offering official sports memorabilia and promoting ties to popular streetwear styles, Lids harnesses the global appeal of North American sports teams, especially those in the NBA.
Merchandise is central to the Lids’ design scheme in Melbourne, with jerseys featuring the most popular NBA players in history lining the top of the store’s walls. Rows of colorful hats from various teams representing the NBA, WNBA, MLB, NFL and NHLin addition to lifestyle brands including Champion and psycho bunny, line the walls. The store also offers additional sporting goods and collectibles from brands such as Nike, Adidas, under protection, New era and Wilson.
The brick-and-mortar store aligns with Lids’ brand image, using design features such as sleek, dark metal fixtures that resemble lockers in addition to light gray tile flooring. A light wood paneled checkout wrap helps this area stand out against the black ceiling and cooler tones of the store. The new location includes a station that offers Lids’ popular embroidery services for on-site customization of jerseys and hats. Interactive displays, including NBA 2K stands and NBA player pitch matches, provide an engaging experience for customers.
“Australia has both sports enthusiasts and avid followers of American streetwear,” Lids Chairman Britten Maughan said in a statement. “It’s the perfect fit for Lids. Lids is where sport meets fashion.