International headwear brand New Era announces the opening of its new retail store on 1st of August, located in the city of Frankfurt am Main at MyZeil Shopping Centre.

With 250sqm the store offers headwear of the Major League Baseball (MLB), the National Football League (NFL), the National Hockey League (NHL) and the National Basketball Association (NBA) as well as apparel and accessories. Besides, New Era Frankfurt will offer exclusive, limited-edition products including the early launch of the Crocodile Leather 59FIFTY cap with Swarovski elements.
The brand wants to create a hands-on shopping experience to the consumer, complete with branded MLB and NFL areas, a gaming zone and a locker room look-and-feel.

Alex Potter, Direct to Consumer Manager – EMEA, comments ”We have completely re-imagined the design concept for our Company stores in Europe, beginning with Frankfurt (…) Our updated store concept allows for fully integrated merchandising of apparel, headwear and accessories, offering a unique shopping experience to the brand’s consumers. This allows us to truly tell the story of the New Era brand.”

Current New Era locations in Europe include London Soho, Stratford City, Birmingham and Berlin.