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Dive Brief:

  • Lids on Monday announced the launch of Explore by Lids, the company’s first private label designed for kids, according to a company press release.
  • The line of snapbacks and bucket hats is designed for children ages four to seven, and includes designs depicting the solar system, wildlife, a rocket ship and shooting stars. The brand is available in the U.S. and Canada.
  • Explore by Lids will expand in October to include headwear for adults in matching designs. 

Dive Insight:

Explore by Lids was an idea pitched to the company by interns during an eight-week summer program last year. The concept was developed and eventually turned into the company’s first private label for children. 

”What started as just rough sketches by a group of summer 2021 Lids interns, has turned into a new in-store collection full of a variety of patterns, colors, and hat silhouettes,” the company wrote in a blog post

Two of the interns that helped create the concept now work full time for the company. 

“We are incredibly proud of our former interns for developing this concept,” Britten Maughan, president of Lids, said in a statement. “‘Explore by Lids’ was created to foster growth and inspire the next generation to continue to use their imaginations, which are values that embody our corporate spirit at Lids.”

The brand launch is the second big announcement from the retailer in a little over a week. Lids opened three new Lids University stores on July 22 — a retail concept dedicated to collegiate sports and apparel. Lids U was launched in response to customers seeking more NCAA products. Stores have opened in Chicago, Buford, Georgia and San Marcos, Texas, with a total of 11 locations to launch this year.

As the company expands its product offerings and store concepts, it also has global expansion in mind. At the end of last year, the retailer opened its first stores in Europe with four stand-alone locations in the London metropolitan area. The retailer announced at that time that it was looking to “double down on its global footprint” in 2022.



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