Heritage sports/lifestyle accessories brand New Era has signed a 10-year lease for a flagship store on London’s revitalised Oxford Street, adjacent to Selfridges department store and close to Bond Street Tube station.
New Era
The brand will occupy the entire corner building at number 386, comprising more than 2,500 sq ft across basement, ground and four upper floors with the location providing the brand with a “highly visible presence”.
The store is in addition to it flagship at theLondon Designer Outlet in Wembley, West London.
Callum White, associate director in Retail at Savills, said the development in central London shows “momentum on Oxford Street is accelerating, with the upcoming pedestrianisation acting as a powerful magnet for global retailers. New Era’s arrival is another vote of confidence in this shifting energy, proving that top brands are eager to plant their flags ahead of a reimagined, traffic-free environment.”
With 100 years of trading under its hat, New Era is best known for its 59Fifty cap and its longstanding partnerships with Major League Baseball (MLB), the National Football League (NFL) and National Basketball Association (NBA) and regarded as “an icon of the US sporting scene” characterised by its well-known silver sticker.
It has also formed headwear associations with for English Premiership football club Newcastle, motor sport’s McLaren Racing and high-performance outerwear brand ThruDark and many other niche fashion brands across the globe.
