Lids Debuts Customization-focused Concept Across 20 U.S. Stores

The Lids brick-and-mortar experience is about to look a lot different.

The leading headwear retailer — with more than 2,000 locations throughout North America, Europe and Australia — has revealed a modernized store concept, one that it describes as “elevated” with a strong focus on personalization.

“Customization has always been at the heart of our brand and this new store design takes it to the next level,” Lids president Bob Durda said in a statement. “We’re offering more ways for customers to make their gear uniquely theirs, whether it’s stitching, patching or curving. This rollout represents our commitment to a dynamic, customer-centric experience where every visit feels personal, engaging and tailored to each individual.”

Aside from an expanded selection of localized and exclusive products, as well as more fashion headwear, the highlight of the new store format is its Custom Zone. This includes interactive “Build-A-Cap” kiosks and, in select locations, a hat-curving machine.

Specifically, customers can create their own designs at the kiosks, and once completed, they will be emailed a barcode. Using that barcode, the store’s staff will then work alongside the customer on the final design details before placing an order. Lids confirmed customers can save and revisit their designs online and order through a website, customlids.com. The kiosks also have capacity for processing bulk orders.

Each store will stock roughly 40 unique patches made for the local market, according to Lids, which will cost customers $15 each. Also, hat curving will cost $10 and stitching is $12. Jerseys, too, can be customized in select stores, starting at $50.

Other highlights of this refreshed store concept include a T-shirt wall replete with “trendy and hyper-localized apparel” and a Kids’ Corner section for children, with youth-focused apparel and headwear. The stores will also stock more headwear accessories, such as cleaning and treatment products.

Lids has rolled out this new format to 20 locations across the country this month, including six with the hat curving machine (Arden Fair in Sacramento, Calif.; Jersey Gardens in Elizabeth, N.J.; Mall of America in Bloomington, Minn.; Northpark Center in Dallas; Northstar Mall in San Antonio, and Scottsdale Fashion Square in Scottsdale, Ariz.).

The retailer also confirmed that it will evolve and expand this store concept throughout 2025 and moving forward.