Major League Baseball is set to inaugurate a new flagship retail store in New York on October 2. This strategic move is a critical long-term initiative on MLB’s part as they hope to retain their popularity despite tourist restrictions amidst the pandemic.
The new store is the league’s first permanent retail store in the US, spreading across 10,000 sq. ft and split into two floors featuring more than 100 apparel styles that include authentic and lifestyle caps, a customization station for both jerseys and socks, and an exclusive collection of memorabilia for sale.
The shop will also represent MLB’s key licensed merchandise partners including Nike, New Era, Stance, ’47, Rawlings, Mitchell & Ness, and Topps.
The work for the development of the store has been going on for about a year. The store is built in partnership with hospitality, premium experiences, and sales group – Legends and located across the street from Radio City Music Hall. The store will promote key league jewel events, such as Opening Day and the All-Star Game, along with other frequent public and private events.
New York is familiar with the retails stores operated by top leagues. National Basketball Association and National Hockey League have been running flagship for quite some time, while the National Football League has operated on more temporary pop-up locations.
There has been a considerable drop in the footfall of the traffic due to the coronavirus pandemic. However, the brands are confident of retaining their stature post the new normal.