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Shaftesbury has officially announced that world-renowned American retailer, specialising in athletic headwear and apparel, Lids, has launched its debut European store on 27 Neal Street, Seven Dials.

Spanning 1,177 sq ft, Lids Seven Dials represents the brand’s first- ever bricks-and-mortar site in Europe and stocks the latest official fan and fashion headwear with the trendiest apparel, providing a truly immersive store experience that synergises a floor-to-ceiling offer from major league professional sporting teams. Alongside these collections sits an assortment of products from today’s biggest names in athletic and sports fashion; New Era, ‘47 Brand, Adidas and exclusive collaborations that cannot be found anywhere else.

Beyond the traditional fan shop experience, the store also includes a meaningful branded, non-licensed product range that broadens Lids’ offering. Uniquely, Seven Dials also features Lids’ signature Custom Zone, which provides visitors with the opportunity to custom-embroider a hat or apparel piece of their choice in-store, including from the retailer’s numerous options of player numbers and autographs.

Samantha Bain-Mollison, Retail Director at Shaftesbury, commented: “To provide the globally recognised American retailer, Lids, with its first UK store is a great addition to Neal Street and the wider Seven Dials community, and reflects the global attraction and success of this unique destination in the heart of London’s West End. We worked closely with Lids to make this debut possible as the first part of its European expansion; it’s with this approach that sees iconic retailers choose our destinations.”

Britten Maughan, President of Lids, added: “We’re very excited to have launched our debut European store in Seven Dials as London is a natural fit for Lids. The enthusiasm for both American sports and streetwear aligns with our on-field and fashion-focused hat and jersey assortment. We are thrilled to bring our brand to market and are confident that Lids Seven Dials will play an essential role in our international expansion. The store brings together the very best of what we have to offer, and we have really enjoyed welcoming British shoppers to everything Lids.”

Colliers acted for Lids. Hanover Green, Nash Bond and Cushman & Wakefield represent Seven Dials.


For further information, please contact Amy Cassidy or Libby Gilbert at Aver PR:

[email protected]

Notes to Editors

About Shaftesbury 
Shaftesbury owns and manages a 16 acre property portfolio in the liveliest parts of London's West End.  The portfolio comprises of restaurants, cafés, pubs and shops, extending to apartments and offices in the highly popular, sought-after and prosperous locations of Carnaby, Seven Dials and Chinatown, together with substantial ownerships in East and West Covent Garden, Soho and Fitzrovia.   

All our properties are close to the main West End Underground stations, and within ten minutes’ walk of the two West End transport hubs for the Elizabeth Line, at Tottenham Court Road and Bond Street.  


Seven Dials   

Seven Dials is home to 95 shops, including international flagships and concept stores, renowned beauty and grooming salons as well as over 50 vibrant cafes, restaurants, bars and pubs. The area comprises of Monmouth Street, Earlham Street, Neal Street, Short’s Gardens, Neal’s Yard, Endell Street, Shelton Street, Mercer Street and the Seven Dials monument. Combined with two luxury hotels, five theatres, two private members clubs, a large number of apartments and offices, Seven Dials is a unique retail and leisure destination in the heart of London. 


About Lids

Lids Sports Group is the largest licensed sports retailer in North America, selling fan and fashion-oriented headwear and apparel across the United States, Canada, and Puerto Rico through almost 2,000 retail locations. Indianapolis-based Lids Sports Group carries officially licensed and branded gear aimed at empowering customers to represent their unique and individual style, team, passion, and fun. Lids Sports Group operates stores under the Lids, Locker Room by Lids, Fanzz, Yankees Clubhouse Shops, Dodgers Clubhouse, Cardinals Clubhouse, and numerous other nameplates. Lids also has locations within select Macy's department stores nationwide. To find a retail location near you visit blog.lids.com or join the #LidsLoyal on Instagram (@lids), Facebook (@lids), Twitter (@lids), or LinkedIn.