Macy’s, a US-based department store chain, and LIDS Sports Group have partnered to launch licensed team merchandise departments under the brand name Locker Room by Lids in Macy’s department stores in the US.
As per the agreement, Macy’s will introduce in-store departments across its 25 stores in fall 2013 alongside a specialty department to the retailer’s online store macys.com.
Macy’s will also roll out Locker Room by Lids departments across additional 175 stores in spring of 2014.
Each department will be between 500ft² – 1,000ft²2 of size, based on the size of the department store.
Macy’s chief merchandising officer Jeff Gennette said that the alliance is aimed at offering a focused assortment of team-related merchandise, which are tailored to the fans who shop in Macy’s store.
"With Locker Room by Lids in hundreds of Macy’s stores, we also are strengthening Macy’s status as a destination for activewear," added Gennette.
"These new teamwear departments will complement our established assortments in active apparel and accessories, as well as athletic footwear now being supplied to Macy’s customers in partnership with Finish Line."
Locker Room by Lids will offer licensed products associated with professional and collegiate teams, including NFL, MLB, NBA, NHL and NCAA such as apparel and headwear, and home and novelty products.
LIDS Sports Group president Ken Kocher said, "Combining our expertise in sports licensed merchandising with Macy’s retail dominance gives us the ability to serve a much larger cross section of sports fans both in-store and online."