New Era Opens First Branded Retail Store

by Katie Lee

Los Angeles — On January 23, 2017, New Era, the official cap of the MLB, NFL and NBA, opened the doors to its permanent retail space — The New Era D-Lab — inside STAPLES Center in Los Angeles.

Inside the new 3,160-square-foot store is a ‘New Era by You’ customization area. Customers can design their own New Era cap by choosing from the hundreds of team logos, colors and fabrics in the brand’s portfolio. The single-level, custom-designed store also features unique elements to New Era including:

• The Blocking Machine: Used to stretch a cap to fit a person’s head more comfortably, to reshape a cap to its original form and to clean a cap.

• The Heat Seal Machine: Used to adhere a patch to the side of a cap. New Era has designed a collection of special patches for The New Era D-Lab and will continue to release new patches for special events, sporting achievements, etc.

new era intThe New Era D-Lab is part of a multi-year agreement, brokered by AEG Global Partnerships in 2016, which named New Era as a founding partner and the exclusive headwear supplier of L.A. LIVE, the LA Kings, Microsoft Theater and The Novo by Microsoft. The store is located in the front of STAPLES Center on the corner of Chick Hearn Court and Figueroa, looking onto Microsoft Square.

“AEG was the perfect partner to work with on this project. Our brands span the worlds of sport, entertainment and music, and that’s reflected not only in the products people will see at The New Era D-Lab, but also in the look and feel of the space,” says Josh Feine, vice president of sports marketing & corporate sponsorships for New Era.


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