Fanatics opens NHL store in Manhattan



The National Hockey League (NHL) and Fanatics announced the opening of the new 9,000 square foot NHL Shop Flagship Store in New York City. The store was relocated from Midtown to Manhattan West, the location of the league’s new corporate headquarters.

Fanatics will use Lids operational expertise, partially owned by Fanatics, to facilitate the shopping experience for NHL fans and visitors.

The store offers individual adjustments of jerseys, t-shirts and headgear on site. The main brands include Adidas, Fanatics, ’47, WEAR by Erin Andrews, GIII and Funko.

“We’re excited to bring a new NHL Shop flagship store to Manhattan West, the location of our new corporate headquarters in an emerging part of New York City,” said Brian Jennings, NHL chief brand officer and senior executive vice president. “Our vision was to create a multi-sensory hockey experience that emotionally connects our fans with the game, the teams and the players who are cheering them on. With support from Fanatics and Lids, this premier retail destination offers fans a complete shopping experience with a robust range of goods, curated content, and unique artifacts from the Hockey Hall of Fame. In addition to exciting NHL events that we have planned, we hope to entertain, inspire and welcome every hockey fan who walks through our doors. “

The high-tech NHL shop is highlighted by interactive product displays and mobile POS devices to ensure a smooth and secure checkout. The in-store environment is enhanced by 28 high definition video walls of programming from the NHL, including live game broadcasts, original NHL productions, and real-time content from NHL and club social media accounts for fans to enjoy while shopping , improved.

“We believe that NHL fans and New York City visitors alike will enjoy an incredible shopping experience in the new flagship NHL store,” said Gina Sprenger, Fanatics’ chief strategic retail officer. “The store offers fans a robust assortment, the ability to host special events, player get-togethers, and other unique interactive moments that make this a must-see destination for hockey fans.”

“At Lids, we are excited to use our retail expertise to bring a great experience to the NHL flagship store in New York. The store offers a wide range of NHL gear for the whole family as well as our ability to customize products in-store, ”said Lawrence Berger, co-founder and partner of Ames Watson and chairman of FanzzLids Holdings, owner of Lids.

In addition to retailing, the location will also serve as an events and entertainment destination to celebrate the NHL and the game. Current and former NHL players and other great hockey players will appear both in person and virtually via an augmented reality photo booth. The venue also features a hockey history installation of artifacts and memorabilia, curated by the Hockey Hall of Fame and opening with exhibits showing the evolution of the hockey stick and helmet, as well as the history of the NHL All-Star Game and the men’s and women’s Olympic Games show ice hockey competitions.

Starting November 2021, Brookfield Properties, in partnership with the NHL, will open a brand new 60 ‘x 80’ ice rink in the center of the two-acre public space in Manhattan West. The rink offers public outdoor ice skating and NHL-hosted special hockey experiences. Further details and a schedule for the ice rink will be announced in the coming weeks.

The NHL shop’s retail experiences were designed by NYC-based TPG Architecture.



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