Sports retailer Lids has reinvented its store concept with a strong focus on personalization to elevate the shopping experience.

The new format features a modernized layout, an enhanced ‘Custom Zone’, and an expanded selection of exclusive products that emphasize on individual styles.

The reimagined Custom Zone offers shoppers even more personalization options for their hats and jerseys. The space features ‘Build-A-Cap’ kiosks allowing shoppers to digitally personalize headwear directly in store.

There is also a hat-curving machine at select locations, allowing customers to stitch, patch, and curve their hats to match their style. Each store will offer approximately 40 unique patches tailored to the local market.

Other features include a t-shirt wall, a kids’ corner, and headwear accessories.

“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. 

“This rollout represents our commitment to a dynamic, customer-centric experience where every visit feels personal, engaging and tailored to each individual.”

The new store format was rolled out to an initial 20 stores across the country starting this month. The company plans to use key learnings from these openings to continue improving and expanding the concept throughout the year and beyond.

In late 2023, the National Basketball Association (NBA) teamed with Lids to open its second US flagship store in Houston, Texas.