US sportswear brand New Era has moved its UK flagship from 72-74 Brewer Street in London to 40 Carnaby Street.
The 1,540 sq ft unit has 753 sq ft of retail space on the ground floor and a stockroom in the basement. It opened on September 30 ahead of a National Football League game between the Jets and the Dolphins in London on October 4.
It stocks the brand’s signature snapback caps, including the well-known 59Fifty style, as well as some clothing and footwear.
There is an embroidery machine, where shoppers can customise their hats in the space of about 20 minutes, and the New Era by You service, which allows people to create caps from scratch for home delivery within 40 days.
It costs around £13 to £30 to buy a cap and £5 to embroider it, or £55 to create one from scratch.
“It gives everybody the ultimate choice: if you can’t find what you want in store, we will go online and order it. If you still can’t find it, you can make it yourself,” said Laurence Joslin, brand director for New Era.
New Era by You is also available online and in the Westfield Stratford store.
The brand, which was founded in 1920 and is headquartered in Buffalo, New York, also has a store in Birmingham. Its UK wholesale stockists include JD Sports, Foot Locker, Selfridges, Urban Outfitters and a number of independents.
Joslin said there were currently no plans to open more UK stores.